Fields of Activity

Central fields of activity of the chair are:

  • Customer Management (inter alia relationship marketing, customer satisfaction and customer retention, key account management, sales management, Governance structures)
  • Brand Management (inter alia brand personality studies, employer branding, branding and ethics)
  • Price Management (inter alia questions of the organizational implementation of price management, price behavior of consumers and price strategy)
  • Marketing Ethics and Corporate Social Responsibility (inter alia ethical questions regarding the use of marketing instruments, marketing  sales corporate citizenship)

In addition, the following topics are considered fields of research:

  • Social Media
  • Sensitive target groups (children, senior citizens, people with obligations to buy)
  • Corporate Social Responsibility (inter alia ethical questions in the use of marketing instruments, Marketing – Sales – Corporate Citizenship)
  • International Marketing

There is no focus on certain sectors. Studies are carried out in the business to business as well as in the business to consumer area for goods and for services.

Different possibilities are available for the cooperation with enterprises within the scope of projects. These include Diploma or Master Theses about research or seminar projects and doctoral theses. If you have any questions please contact:  bjoern.ivens(at)