The Chair of Marketing & Innovation devotes itself to research and teaching at the intersection of marketing and innovation management.
Since 2005, Professor Dr. Sabine Kuester holds the Chair of Marketing & Innovation at the University of Mannheim. She is also the Director of the Institute for Market-Oriented Management (IMU). Previously, she was on the faculty at the Vienna University of Economics and Business (WU), at the Leonard N. Stern School of Business, New York University (NYU), and the ESSEC Business School.
The following pages offer information for students and companies, and provide insights about our current research activities. Thank you for your interest in our chair.
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Year of Publication: 2012 (2nd Edition)
Author: Christian Homburg, Sabine Kuester, Harley Krohmer
Publisher: Mcgraw-Hill Education Ltd
As a Master student of Business Administration specialized in marketing, this book has proved to be a valuable companion throughout my studies. Not only when preparing for exams, but recently with regard to writing my thesis. I used this book as a basis to develop theoretical foundations of the strategic and institutional perspectives of marketing. Peppered with best practice examples, the textbook is a must have for scholars, and anyone interested in marketing.
I also tutor in marketing and have found the book provides a great reference for lesson planning due to graphs, key terms, references and relevant case studies with questions for discussions.
The Institute of Market-Oriented Management at the University of Mannheim considers itself a forum for dialogue between scientific theory and practice. Its research intends to generate scientific results which are significant for market-oriented management. The institute's maxims are quality and speed.
The high scientific and academic standard is guaranteed by the close networking of the IMU with the Chairs of Marketing at the University of Mannheim, all of which are highly renowned on a national and international level. The academic directors of the IMU are Professor Homburg, and Professor Kuester.