Track 27: Marketing / Customer Management
Electronic media and information technology have created a vast array of new opportunities for marketing and customer management. Customer Relationship Management Systems enable companies to systematically calculate customer values and target marketing activities towards individual customers via multiple channels. The success of internet advertising can be measured directly and innovative advertising models such as search engine marketing potentially increase response and conversion rates. Sellers can target additional consumer segments via interactive pricing mechanisms (e.g. auctions). Further, the network properties of the internet create new business models in online communities and virtual worlds.
Possible topics:
- Personalized Customer Services
- Reference models for Customer Relationship Management
- Search Engine Marketing and Interactive Pricing
- Multi Channel Management, Customer Life Cycle Management
- Mobile Marketing
- Customer Self Service Systems
- Marketing in Online-Communities and Virtual Worlds
Leading Committee: |
| Prof. Dr. Freimut Bodendorf, Universität Erlangen-Nürnberg |
| Prof. Dr. Martin Spann, Universität Passau (Federführender) |
| PD Dr. Horst Treiblmaier, Wirtschaftsuniversität Wien |
Program Committee: |
| Michel Clement, Universität Hamburg |
| Irene Pollach, Aarhus Universitet |
| René Riedl, Johannes Kepler Universität Linz |
| Susanne Robra-Bissantz, Technische Universität Braunschweig |
| Jens Strüker, Universität Freiburg |
| Florian von Wangenheim, Technische Universität München |
| Angela Zabel, REHAU AG+Co |
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