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organized by Prof. Marc Fischer

1. Symposium (24.09.2014):

  • Prof. Werner Reinartz (University of Cologne): “It’s All About the “How?”—Executional Strategies in TV-Advertising”
  • Prof. Dominique M. Hanssens (UCLA Anderson School of Management): “Performance Growth and Vigilant Marketing Spending”
  • Prof. Martin Spann (Ludwig-Maximilians-University Munich): “Location-Based Services and Mobile Marketing”
  • Prof. Marc Fischer (University of Cologne): “Short and long-term Effects of Crisis Events on Brand Equity”