Der übergeordnete Forschungsschwerpunkt des Lehrstuhls ist das Relationship Marketing, d.h. der Aufbau und die Gestaltung (langfristiger) Beziehungen eines Unternehmens zu seinen Anspruchsgruppen.

Der übergeordnete Forschungsschwerpunkt des Lehrstuhls ist das Relationship Marketing, d.h. der Aufbau und die Gestaltung (langfristiger) Beziehungen eines Unternehmens zu seinen Anspruchsgruppen. Einen besonderen Schwerpunkt stellen dabei Industriegüterunternehmen sowie Dienstleistungsunternehmen dar. Bisher untersuchte Teilthemenfelder waren / sind insbesondere:

• Kundenzufriedenheit
• Kundenbedarfslebenszyklusmanagement
• Kundenintegrationsmanagement
• Internes Marketing
• Kundenkommunikation
• Preiskommunikation /-verhandlungen
• Marketingstrategien
• Technologiemarketing

***********English***********

Marketing for us is an application-oriented science within economics. We pursue a holistic approach with a mostly empirical, predominantly quantitative orientation in both teaching and research. "Holistic" here initially means that we consciously make no restriction to individual marketing sectors or partial instruments. Only in research – and partly in the Master's degree programme – do we apply a focus such that we view the relationships between a company and its shareholders, particularly its customers, as the starting point for all our reflections ("relationship marketing"). 

The sub-department's higher-order research focus is relationship marketing, i.e. setting up and arranging (long-term) relationships between a company and its stakeholders, with industrial goods companies and service companies constituting a particular focal point. Partial topic areas that have been studied to date include, in particular:

• Customer satisfaction
• Customer requirements life cycle management
• Customer integration management
• Internal marketing
• Customer communication
• Price communication / negotiations
• Marketing strategies
• Technology marketing