Handy in der Grossstadt

Digital Marketing

Our research helps marketers build the dynamic capabilities needed to respond appropriately to emerging trends.

With the variety of changes triggered by the digitization of value-generating processes, many companies still struggle with taking a proactive approach. Our research should help companies to actively adapt to this “new normal”. In addition to the successful acquisition of new skills, this includes above all a new understanding of the (customer-centric) handling of user data. “Privacy as Strategy” is intended to serve as an approach for successfully shaping engagement for and with customers.


Porträt Prof. Dr. Marcus Schögel
Prof. Dr.
Marcus Schögel
Associate Professor
  • Porträt Prof. Dr. Marcus Schögel
    Prof. Dr.
    Marcus Schögel
    Associate Professor


Addressing the Privacy Paradox on the Organizational Level - Review and Future Directions
Management Review Quarterly, 2021, 1–34.

Mauro Gotsch & Marcus Schögel
Intelligente Automatisierung im Marketing – Wohin geht die Reise?
Wirtschaftsinformatik & Management: WuM, 2021, 1–10.

Marcus Schögel & Mauro Gotsch
Wie wird das «New Normal»?
SWA-Jahresbericht, 2020 (1), 12–15.

Marcus Schögel, Mauro Gotsch & Severin Lienhard
Growth Hacking – eine neue Methode für das Marketing?
gfm-Forschungsreihe, 2020.

Marcus Schögel, Mauro Gotsch & Severin Lienhard
Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality
Journal of Marketing Research, 2020, 57 (5), 917–936.

Dennis Herhausen, Oliver Emrich, Dhruv Grewal, Petra Kipfelsberger & Marcus Schögel
Cashierless Stores – the New Way to the Customer?
Marketing Review St. Gallen, 2020, 888–897.

Severin Lienhard & Marcus Schögel
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities.
Journal of Marketing, 2019, 83 (3), 1–21.

Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf & Marcus Schögel
Innovating the Customer Journey: Customer Experience Strategies in the Financial Services Industry
Proceedings of the European Marketing Association 47th Annual Conference 2018.

Maleen Knaak, Dennis Herhausen & Marcus Schögel
Leadership at Best Buy
Institut für Marketing und Customer Insight, 2021.

Mauro Gotsch, Severin Lienhard & Marcus Schögel
Das Dienstleistungsspektrum der Schweizer Plattformlandschaft aus Produzentensicht
Institut für Marketing, 2019.

Martin Schumacher, Mauro Gotsch, Marcus Schögel & Dennis Herhausen