Better understanding and successfully shaping customer relationships in the digital age
Strong customer relationships play a key role in a company's success. In our research, we deal with relationship marketing issues. Relationship marketing encompasses all corporate activities that serve to establish, develop and maintain successful customer relationships. With our scientific findings, we would like to contribute to a better understanding of both the intended and unintended effects of relationship marketing and thus be able to successfully organise customer relationships. Our research focuses on the many opportunities and challenges of digital transformation for customer relationships. Our passion for marketing and customer relationships is based on a holistic understanding of value. We are convinced that marketing can and must create individual, collective and social value.
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Betriebswirtschaftslehre, insb. Marketing und Digital Transformation
Warburger Str. 100
33098 Paderborn
