Research Focus

The collaboration between professors from different research fields results in a broad research profile for the Marketing Department. Specifically, the professors focus on the following research areas:

Prof. Dr. Andreas Eggert

Value creation in customer-supplier relationships
Change from product-centric to service-centric suppliers
Value-based selling in business-to-business and service markets

Prof. Dr. Sascha Raithel

Creation of market-based assets
Monetization of market-based assets
Preservation of market-based assets

Further information on the DFG project PRE-CLIPS and other research areas.

Prof. Dr. Michaela Haase

Service(s) Marketing
Social Enterprise
Business and Corporate Ethics
Macromarketing
Theory of Science

Further information on the DFG project "Social Value and Social Entreprise" can be found here.

Prof. Dr. Michael Kleinaltenkamp (a.D.)

Business-to-Business-Marketing
Services Marketing
New Institutional Economics
Business Relationship Management

Further information can be found here.

Prof. Dr. Alfred Kuß (a.D.)

Buyer Behavior
Market Research
Marketing Theory