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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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.
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.
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.
