Customer management encompasses all business processes related to the analysis, acquisition, retention, and development of customer relationships. Research at the Chair focuses on topics such as customer satisfaction, customer loyalty, customer value, and customer controlling, as well as on relationship marketing and its instruments. A particular emphasis is placed on organizational issues, especially in the area of key account management.

The Chair adopts a process-oriented perspective on sales and marketing and examines how sales and marketing functions can be organized, managed, and further developed. A central focus lies on understanding how organizations can successfully implement their sales and marketing strategies and establish the structures required to support them.

Research in the field of pricing focuses both on customers' price-related behavior and on the implementation of pricing strategies within organizations. Current research interests include pricing organization, pricing governance, and pricing controlling.

Digitalization is fundamentally transforming value creation processes, business models, and customer interactions. Research in this area therefore focuses on the impact of digital technologies on companies, markets, and consumers, as well as on the role of sales and marketing within digital value creation systems and emerging business models.

In the field of brand management, the Chair focuses on brands as key success factors in different markets. Research topics include brand identity, brand personality, and customer-brand relationships, as well as related areas such as employer branding and the role of brands in labor and financial markets.

Questions of social responsibility and ethical decision-making are becoming increasingly important for companies. Research at the Chair focuses on Corporate Social Responsibility (CSR), marketing ethics, and sustainability-related issues, examining how organizations can integrate social responsibility into their marketing and sales activities.

Social responsibility and sustainable business practices are becoming increasingly important for companies, markets, and consumers. Research in this area focuses on ethical issues in marketing, Corporate Social Responsibility (CSR), and the integration of sustainability aspects into corporate strategies.

Key questions include: What responsibility do companies have toward society and their stakeholders? How do ethical decisions influence brand perception and customer behavior? And how can sustainable strategies be communicated and implemented credibly?

Employer branding focuses on how companies are perceived and positioned as employer brands. Research in this area examines how organizations can attract talent, retain employees in the long term, and differentiate themselves in the competition for skilled professionals.

Research projects analyze, among other things, the impact of employer brands, the influence of organizational communication, and the role of digital channels and new work models in shaping attractive employer identities.

Social media has fundamentally changed communication between companies, brands, and consumers. Research in the field of social media marketing examines how digital platforms influence customer interactions, brand perception, and purchasing decisions.

The focus lies on questions related to digital brand communication, user behavior, community management, and the impact of content and interactions on platforms and in digital networks.