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IMC-HSG research helps firm overcome protectionism

Blog

Our blog features the latest marketing insights and developments from our research, company exchange programs and teaching.
"The Green Consumer" – Newsletter by Prof. Dr. Johanna Gollnhofer

Who is the green consumer? Johanna Gollnhofer writes once a month about current topics on consumption and sustainability.

Digital Activation in Sports Sponsorship: Is there Room for Digital in Sports?

Sport creates unique emotional moments. So why digitize when everything is going well? Meriton Ceka on digital activation in sponsorship.

Publicis Event mit Johanna Gollnhofer
New Cooperation with Publicis Groupe

Our journal Marketing Review St.Gallen has agreed an extensive knowledge partnership with Publicis Groupe.

Behavioral Branding Research

An article by Theo Lieven published in the journal “Frontiers in Psychology” talks about the connection between employee personality and brand strength.

Contact quality: parameter for advertising effectiveness

What is the impact of motion picture communication? Does advertising effectiveness research need to be reoriented?

Globus
IMC-HSG research helps firm overcome protectionism

To overcome protectionism, firms need not to hide their origin but should actively use tailored marketing programs.

Data Privacy and Data Management in Marketing

What role does customer data privacy play in marketing? Prof. Marcus Schögel discussed this important question at the GfM Platinum Event.

What’s next for 2022?

Prof. Marcus Schögel asks which topics will have a significant influence on the company’s own marketing and corporate management in the coming years.

Successfully Implement Price Increases for Industrial Goods

Price increases for existing services are among the most delicate measures in marketing and sales. How do you manage to get them accepted anyway?

Barcode / MRSG-Thema Pricing Capturing Value
Pricing – Capturing Value

Read the editorial of issue 1 | 2022 of the Marketing Review St.Gallen with the topic “Pricing – Capturing Value”.