Core Fields of Research

The research activities of the Chair and related co-operations as well as consultancy projects of the Chair are pertaining four core areas:

1. Customer Management

Customer Management includes all business processes that are focused on the analysis, acquisition, retention and development of customers. The research of the Chair is dealing with issues of both customer rating and customer research such as customer satisfaction, customer retention, customer value or customer controlling, with questions of relationship marketing and its tools (customer clubs, cards, events etc.) as well as with the organizational implementation (process management, structural basis), particularly with the Key Account Management.

2. Price Management / Price Policy

Within pricing research, the Chair on the one hand is dealing with the pricing behavior of customers, but on the other hand particularly with issues of implementation of pricing policies in companies. Currently, central issues are price organization and price controlling.

3. Brand Management

Within the Brand Management, the Chair deals with both marketing as an instrument on sales markets (brand personality, brand identity, customer-brand-relationhips) and with the relevance of brands on other markets such as the labor market (employer branding) or financial markets.

4. Marketing Ethics and Corporate Social Responsibility (CSR)

Research in the field of Marketing Ethics and CSR is currently related to the design of marketing instruments as well as the social responsibility of marketing.

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