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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23.02.2024

Management-Studierende erforschen Potenziale der E-Mobilität und der Digitalisierung in Unternehmen

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Our research: internationally recognised and relevant to management

We conduct internationally recognised research on management-relevant relationship marketing topics. The aim of our research is to generate new insights from our relationship marketing perspective that will benefit marketing research and practice as well as society.

Research profile

Research projects

Publications

Our teaching: research-based and practice-orientated

With our teaching portfolio, we want to inspire our students for marketing. Our courses use a variety of teaching concepts and methods that enable our students to develop the skills and competences needed to make well-founded, evidence-based and therefore better management decisions in marketing practice.

Studierende sitzen im Q1-Foyer und lernen und unterhalten sich

Teaching profile

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Teaching programme

To the course programme
Mitarbeitende tauschen sich aus.

Marketing specialisation/focus

Marketing specialisation

Our practice: Internationally networked and regionally connected

The transfer of scientific findings into business practice is of particular importance to us. In our research and teaching, we therefore work regularly and in a variety of ways with regional and international companies from various industries.

Science transfer

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Lecture in the context of the initiative "Neue Mobilität Paderborn" (NeMo Paderborn).

Cooperation opportunities

Cooperation opportunities

Our team

Prof. Dr. Lena Steinhoff

Betriebswirtschaftslehre, insb. Marketing und Digital Transformation

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Andrea Hampel

Betriebswirtschaftslehre, insb. Marketing und Digital Transformation

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Michelle Jaqueline Mertens

Betriebswirtschaftslehre, insb. Marketing und Digital Transformation

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Edna Ozuna

Betriebswirtschaftslehre, insb. Marketing und Digital Transformation

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Corinna Pietsch

Betriebswirtschaftslehre, insb. Marketing und Digital Transformation

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