Marketing at TUM
Welcome to the Chair of Marketing!
Marketing is essential for firm growth. Marketing creates, communicates, and sustains business value. Understanding and addressing customers’ needs is critical to maintaining a competitive advantage.
Our research focuses on how changes in technology and society drive new marketing phenomena. Our research interests include customer empowerment and integration, process and production innovation, consumer response to novel marketing strategies and tactics as well as psychological and behavioral consequences of digitization, automation, and marketplace alienation. We strive to develop theory with practical implications for decision-makers including managers, consumers, and all other stakeholders. We are always looking for industry partners seeing as collaboration with companies is essential for pushing theoretical and practical knowledge into the field.