How to Become the „Leader of the Pack“

One of my ongoing research efforts is revoving around the packaging of a product as the currently most neglected marketing mix factor, nevertheless remaing the most important one.

My award-winning paper at the Houston 2016 conference

Gender Marketing

Despite a widespread political gender discussion, demanding the total equality of woman and man – there is ample scientific evidenc that woman and men are very different. Not only with respect to their anatomical „hardware“

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New Product Idea Development

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Valid Company Performance Predictors

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