Chair of Marketing

Research at the Department of Marketing

The focus of our research is to employ established methods and instruments to solve research questions, which both develop the field and have strong implications for practice (i.e., how companies may target their customers most effectively). Our research projects can be categorized into four segments:

Health MarketingCommunicationCross-cultural MarketinConsumer Behavior    Research Foci

Our work is centered around the aspect of consumer behavior. Research questions in the other three fields are derived with a close link to consumer behavior.