New article in Journal of Business Research
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.
Amazon Insights! Florian Mair inspires at the Marketing Center Münster
Last week, the Marketing Center had the privilege of welcoming Florian Mair, Head of Amazon's Europe-wide fashion and apparel business and General Manager at the world-leading etailer, for not just one, but two engaging events. Florian Mair’s visit provided students with unique insights into Amazon's strategies that so strongly impact consumers as well as businesses on a global scale, the world of digital business as a whole, and invaluable career advice.
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WHO WE ARE
- The Chair of Marketing Management (IfM) – led by Prof. Dr. Manfred Krafft – with a research focus on Sales Management, Channels and Retailing, as well as Customer Management
- The first marketing chair in Germany (foundation in 1969)
- A young and passionate team that you will get to know better at various socials or joint lunches
WHAT YOU CAN EXPECT
IWM receives Funding for Sustainability Research as part of the DINER Project
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:
CustMaS Multiplier Event in Warsaw: Advancing B2B Digital Sales Education
From January 29 to 31, the CustMaS team hosted a highly engaging multiplier event at Akademia Leona Koźmińskiego (Kozminski University) in Warsaw, Poland.
Insightful Discussions at MCM’s Brown Bag Seminar with Prof. Peter Verhoef
Established in 2010, the Marketing Center’s Brown Bag Seminar serves as a platform for intellectual and social exchange: leading scholars from around the world present and discuss their current and ongoing research projects with the MCM research community.
MCM welcomes Max Backhaus and Rob Britton
Bridging Theory and Practice in CRM – Guest Lecture by Dr. Max Backhaus from OBI