Sustainable Marketing
Telefon:
+49 561 / 804-7226
Fax:
+49 561 / 804-3832
Adresse:
Mönchebergstr. 1
34109 Kassel


Beschreibung

Our research is characterized by the use and development of quantitative methods and empirical evaluation. Current activities relate to the following domains:


Cultural Framing of Marketing-Interactions 



  • Approaching and activating customers.

  • Defining segments.

  • Designing marketing measures and campaigns.

  • Evaluating the relevance of anthropological and psychological constructs explaining consumer behavior.


Innovations in Direct Marketing



  • Impact of modern communication, e.g., blogs, on buying decisions.

  • Integrating new media into business models.

  • Changing the focus of direct marketing from discount to luxury products.

  • Ethnic direct marketing.


Competitive Intelligence



  • Stochastic and econometric modeling of competitive interactions.

  • Forecasting competitive(re)actions.

  • Environmental Scanningin in the WWW.

  • Information Foraging and Weak Signal detection.

  • Designing early warning systems.


Quantitative Marketing Research Methods



  • Artificial intelligence and machine learning in targeting.

  • Incomplete data, missing values, e.g., multiple imputation and hot deck.

  • Number of clusters e.g., groups in market segmentation

  • Scale equivalence for formative latent constructs

  • Pattern recognition and visualization.


Negotiation Management



  • Impact of emotions and intuition on negotiations.

  • Cultural differences relevant to negotiations.

  • Turns, moves and moods. 

  • Formal modeling of success in negotiations.

  • Perceived and actual negotiation power.


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Publikationen
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Weitere Forschungsaktivitäten

04/2019-05/2019
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08/2019
08/2019
09/2019
07/2018
07/2018
2018

Zuletzt aktualisiert 2020-12-05 um 12:42