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.

News

12.05.2025 - 12.05.2025

Gastvor­trag „The 4 Ps in Prac­tice: Mar­ket­ing in the Air­line In­dustry" von Rob Brit­ton, Ph.D. im Modul „Ser­vices Mar­ket­ing“

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20.01.2025

Be­wer­­bun­­gen für Ab­schluss­a­r­bei­ten sind ab so­­fort mög­­lich

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20.01.2025 - 20.01.2025

Gastvor­trag zum Thema "Cus­tom­er Ex­per­i­ence Man­age­ment @ TP"

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02.12.2024

Stu­dentische/Wis­senschaft­liche Hil­f­skraft am Lehr­stuhl für Mar­ket­ing und Di­git­al Trans­form­a­tion ge­sucht!

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03.12.2024 - 03.12.2024

Gastvor­trag „An In­side Per­spect­ive on Loy­alty Pro­grams“ von Rob Brit­ton, Ph.D. im Modul „Re­la­tion­ship Mar­ket­ing in the Di­git­al Age“

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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

Teach­ing pro­gramme

Studierende bei ihrer Absolventenfeier.

Fi­nal theses

Mitarbeitende tauschen sich aus.

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.

Co­oper­a­tion op­por­tun­it­ies

Four people on a bench, looking at smartphone, tablet or notebook.

Cap­stone Course

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

Net­work

Our team

Prof. Dr. Lena Steinhoff

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Dr. Carina Witte

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Corinna Pietsch

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Simon Arnold Bernhard Ostmann

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Con­tact us

Betriebswirtschaftslehre, insbesondere Marketing und Digital Transformation

Paderborn University
Warburger Str. 100
33098 Paderborn
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