All change: The Transformation of Consumer Behavior during the COVID-19 Pandemic
Sarah Steinhauser and Ülfet Isci-Özalp Pandemic lasted over two years and has had significant social,
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Marketing in Virtual Realities
Lukas Klein und Stefan Kluge In an increasingly competitive business environment, companies are in search
Blockchain Technology and Marketing
Finn Stöhr und Stefan Kluge Blockchain technology has received much attention from researchers and practitioners,
Different Ways to Capture Consumer Opinion
Elisabed Mamradze & Leonie Gehrmann Understanding consumer needs and preferences is crucial for several reasons.
Defending market share against newcomer brands
Ivonne Mangels & Frank Ohnesorge Pressured by newbies – How established brands defend market share
External Employer Branding – What Matters Most for Job Seekers?
A guide through the most important aspects of talent attraction Lukas Schreyer and Andreas Bayerl
The Use of Artificial Intelligence for Creating Customer (Digital) Experiences
Annika Hauser & Florian Stahl If marketing or sales managers want to create customer experiences
Dynamic Pricing in 2021
What it looks like, how organizations benefit and customers react Alexander Rupertus and Andreas Bayerl
Interpreting the Privacy Paradox
Factors Influencing Privacy Fatigue in a Mobile Application Environment Paula Heuser & Leonie Gehrmann The
The Economic Characteristics of Data
by Alexandra Ritter & Florian Stahl Through the digital transformation, a new kind of data-driven