This paper by Sonja Gensler and Arvind Rangaswamy (Penn State, USA) highlights key developments in digital marketing since 1990, emphasizing the shift from static interactions to dynamic, data-driven ecosystems. While significant research on digital marketing has focused on the promotion and distribution aspects, the “Product” component of the 4P framework remains underexplored.
The Chair of Value-Based Marketing (IWM) is pleased to receive funding from the Federal Ministry of Food and Agriculture to support its research on sustainable nutrition as part of the DINER project.
Running from January 2025 to December 2027, this collaborative initiative aims to develop an innovative, user-friendly, and personalized recommendation system that encourages more sustainable eating habits.
At the heart of the project is a digital application designed to provide consumers with tangible benefits:
Das Institut für Wertbasiertes Marketing an der Universität Münster (Leitung: apl. Prof. Dr. Sonja Gensler) sucht fortlaufend studentische Hilfskräfte (m/w/d) für 5 -8h/Woche
WER SIND WIR?
The innovative store concept P41, which resided as a pop-up store at Prinzipalmarket for 6 weeks in winter 2023, has won the Marketing Award 2024 of the Marketing Club Münster-Osnabrück e.V. The successful project, which attracted 26,000 visitors, was supported by Tobias Viehoff. He said that the project has encouraged him to try something new in the city center and to counteract the dying stores.
Home sharing platforms have experienced a rapid growth over the last decade. Following negative publicity, many cities have started regulating the short-term rental market. Regulations often involve a cap on the number of days a property can be rented out on a short-term basis. We draw on rich data for short-term rentals on Airbnb and for the long-term rental market to examine the impact of short-term rental regulations with a day cap on various stakeholders: hosts, guests, the platform provider, and residents.
In light of scarce resources, firms strategically weigh off between investments in value creation and value appropriation. They do so by placing more emphasis on one of the two strategic orientations which defines their strategic emphasis. So far, literature has relied on accounting data – specifically on reported investments in R&D and advertising – to operationalize reported strategic emphasis and studied its association with a firm’s financial performance. Previous studies suggest that firms benefit from emphasizing value appropriation.
Ideation Lab:
The REACH - EUREGIO Start-up Center is the contact point for all those interested in founding a company at the University of Münster and the FH Münster. The REACH accompanies them on their way from the idea to a successful spin-off.
Arbeitskreis ‚Marketing Performance Analytics‘ der Schmalenbach-Gesellschaft hatte am 9. + 10. November seine konstituierende Sitzung in Köln
Der Arbeitskreis "Marketing Performance Analytics" unter dem Dach der Schmalenbach-Gesellschaft dient als Institution dem gegenseitigen Wissenstransfer zwischen Wissenschaft und Praxis mit dem Fokus auf datengetriebenes Marketing.
WER SIND WIR?
Wir fordern uns stets heraus.
Wir möchten Neues lernen und besser werden. Diese Herausforderungen meistern wir gemeinsam.
Wir forschen zu praxisrelevanten Themen und möchten verstehen, wie Unternehmen Mehrwert für Kunden generieren können, der gleichzeitig den Erfolg des Unternehmens sichert. Im Besonderen interessieren uns Themen der Digitalisierung und Nachhaltigkeit.
Wir bieten ein professionelles und ambitioniertes Umfeld, das Raum für die persönliche Entwicklung bietet.
Welche Chancen eine hohe Inflation für das Marketing bietet
Prof. Dr. Sonja Gensler im Gespräch mit HORIZONT