Department of Marketing

What are the reading suggestions of the Marketing Department?

Guerilla_Cover01Unconventional marketing activities - so called Guerilla-Marketing-activities - shall help to achieve consumers' attention and hence to increase the advertisement efficiency. In spring 2014 the Springer Gabler publisher released the book "Guerilla-Marketing" from Katharina Hutter and Prof. Dr. Stefan Hoffman. It points out different innovative marketing instruments, their impacts and concrete recommendations for actions for practitioners.

Hutter, K.; Hoffmann, S. (2014). Professionelles Guerilla-Marketing. Grundlagen – Instrumente – Controlling. Wiesbaden: Springer Gabler.