Welcome to the Chair of Marketing
The general focus of our chair is on Business-to-Business-Markets. On B2B-Markets the relationship between suppliers and customers are more complex than on Business-to-Consumer-Markets and are therefore more relevant. Also the transaction values are much higher and almost 80% of the turnover in Germany is reached on B2B-Markets.
Our special fields of expertise are (1) Customer Management / Key Account Management, (2) Sales- and Marketingorganization, (3) Price Management, (4) Digitization of Business Model, (5) Brand Management, (6) Corporate Social Responsibility and Marketing Ethics.
Research- and Practice Networks:
- European Network for Key Account Management
- Research Center for Business Models in the Digital World (Uni Bamberg/Fraunhofer IIS)
- Quer.kraft - Der Innovationsverein (German Association for Innovation Management)
- Wissenschaftliche Gesellschaft für Innovatives Marketing (WiGIM)