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The following pages provide an outline of the research conducted at the Institute for Marketing. Here you can find out about our competence centers and the collaboration between the institute and private enterprises.


Brand Management

The Brand Management research group is part of the network Center on Global Brand Management. The center was established in 1999 by Professor Bernd Schmitt and Professor Anton Meyer and since its establishment has become synonymous with cutting-edge research and the implementation-oriented exchange of branding ideas, concepts and theories.

Current research topics:

  • Social Media
  • Community
  • Interaction-oriented Branding

Service Management

The Service Management competence center has traditionally formed the central research pillar of Professor Anton Meyer’s institute. At the core of its work are research questions which are also highly relevant to business practice in the service sector. Currently we work on research projects with Dr. Jochen Wirtz from National University of Singapore and Professor Ko de Ruyter from Maastrich University.

Current research topics:

  • Customer Integration and Self-Services
  • Service Productivity
  • Service Quality and Service Excellence
  • Servicescape and Scent Marketing

Customer Management

The Customer Management research group examines the establishment, cultivation and maximization of customer relationships. Besides various facets of relationship marketing, their key areas of research and teaching are the topics of customer satisfaction and customer retention, the recently increasingly important field of customer value, and questions regarding complaint and customer recovery management.

Current research topics:

  • Call-Center Research
  • Customer Happiness and Quality of Life Marketing
  • Not-for-Profit Marketing
  • Eco and Quality Labels
  • Price Management


Macromarketing and Quality of Life

The area of Macromarketing and Quality of Life deals with marketing-related topics, especially the following ones:

  • Social Responsibility and Quality of Life
  • Diversity and Mixed Leadership
  • Not-for-Profit-Marketing
  • Quality labels and their effect on products and services


Social Media

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