Research

 

Research and Business Areas of the Chair

Thematic Priorities

  • Services Marketing
  • Consumer goods Marketing
  • Consumer Behavior
  • Industrial goods Marketing
  • Brand Management and Brand Policy
  • International/Intercultural Marketing
  • Business and performance communication
  • Trade Marketing
  • Commodity Marketing
  • Science Marketing
  • Strategic Marketing

Branches

  • FMCG (Fast Moving Consumer Goods)
  • Luxury goods companies
  • Non-Profit-Organisations and Associations
  • Higher education
  • Energy supply
  • Trading companies
  • Machinery and plant engineering
  • Consulting
  • Health Care

 Interdisciplinary Research Focuses

  • Marketing vs. engineering thinking
  • Study advertising for engineering sciences
  • Wants, needs, and career intentions of PhD students of materials sciences and materials engineering