Research priorities
The sub-department's higher-order research focus is relationship marketing, i.e. setting up and arranging (long-term) relationships between a company and its stakeholders, with industrial goods companies and service companies constituting a particular focal point. Partial topic areas that have been studied to date include, in particular:
• Purpose Marketing
•Customer satisfaction
•Customer requirements life cycle management
•Customer integration management
•Internal marketing
•Customer communication
•Price communication / negotiations
•Marketing strategies
•Technology marketing
• Customer Perceptions of AI and Chatbots