Chair of Marketing

Journal of Retailing - Paper accepted

Aug 08, 2013

The article 'Surprise, Surprise. Ambient Media as Promotion Tool for Retailers' by Katharina Hutter and Stefan Hoffmann has been accepted for publication by the Journal of Retailing (VHB-Jourqual 2.1: A) and will be published soon. The study shows that cost-effective, but surprising ambient measures may have strong advertising effects.