Dr. Ruhnau received the award for his dissertation at the chair of Prof. Homburg on customer win-back management, which he was invited to present at yesterday’s award ceremony. In his dissertation, Dr. Ruhnau investigates with several empirical studies how companies can influence various behaviors of their lost customers with targeted win-back activities. With the AGGP, the DDV annually honors up to three outstanding theses within the field of dialog marketing.
