Chair of Strategy and Marketing

We inspire business - in research, teaching, and practice. Our research focuses on the fields of price and brand management as well as retail marketing and omnichannel business. We maintain the highest academic standards to provide practically relevant insights on the most pressing issues in marketing today.

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We use various channels of business engagement, such as cooperation projects and publications in professional and scholarly journals, to facilitate an open exchange between practitioners and academia and encourage mutual inspiration.

Team Research & Business About us News

33
alumni

One of the TOP 100 most influential
economists in Germany

— F.A.Z. Economists Ranking 2020 —

460,000+
downloads textbook
"Price Management"

35
corporate partners

Get to know our team –

Working together to inspire and achieve.

Team
Our external doctoral students

Professor Martin Fassnacht

Chairholder

martin.fassnacht(at)whu.edu

+49 (0)211 44709 441

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Heide Laxy

Personal Assistant

heide.laxy(at)whu.edu

+49 (0)211 44709 441

Paulette von Pruszak

Project Manager

paulette.vonpruszak(at)whu.edu

+49 (0)211 44709 446

Conrad Homm, MBA

Research Assistant

conrad.homm(at)whu.edu

+49 (0)211 44709 447

Franzisca Osterhage, MBA

Research Assistant

franzisca.osterhage(at)whu.edu

+49 (0)211 44709 442

Jürgen Pannek, Dipl.-Kfm.

External Doctoral Student

juergen.pannek(at)whu.edu

Oona Fiebig, M.Sc.

External Doctoral Student

Oona.Fiebig(at)whu.edu

The alumni of the Chair of Marketing and Commerce –
Making an impact!

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Dr. Jochen Mahadevan

Managing Director Southern & Eastern Europe & North America

Miele Professional

"As a doctoral student at the chair of Professor Fassnacht, I had the opportunity to work on a practice-oriented topic related to price management. I still benefit from this - as well as from the unique professional and private networks I was able to build up during my time at WHU."

Dr. Christina Ellringmann

Managing Partner DE & AT

Bain & Company Germany

"The dissertation at the chair of Professor Fassnacht enabled me to study strategic questions related to commerce from a scientific perspective. Due to the high practical orientation of the chair, I can apply the acquired knowledge to many areas of my daily work at Bain & Company."

Dr. Henning Mohr

Director Sales & Marketing Practice

Aurelius

"The environment at the chair of Professor Fassnacht is highly dynamic, intellectually stimulating and exceptionally professional. The people you are working with help you to grow and unlock your full potential."

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View a full list of our alumni

At the Chair of Strategy and Marketing, we inspire business– In research, teaching, and business engagement

Our research focuses on the fields of price and brand management as well as retail marketing and omnichannel business. We maintain the highest academic standards to provide practically relevant insights on the most pressing issues in marketing today.

We use various channels of business engagement, such as cooperation projects and publications in professional and scholarly journals, to facilitate an open exchange between practitioners and academia and encourage mutual inspiration. Professor Dr. Martin Fassnacht is also available as a speaker and as strategic advisor on request.

In our teaching, we aim to inspire and motivate our students by addressing the relevant questions in marketing today using state of the art, business-oriented teaching methods. Regular guest lectures and real life cases are central elements of our teaching. We offer classes in the areas of price management, retail marketing and omnichannel business.

Get inspired!

Research and business –
Balancing academic rigor and practical relevance

Research

We strive to find scientifically-based and business-relevant answers to critically relevant issues of marketing.

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Corporate world

We work closely with corporate partners with the aim of transferring know-how between the scientific and business worlds.

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Quicklinks

LinkedIn Research fields Publications Guest Speakers Corporate Real Life Cases Corporate Partners Keynotes of Prof. Fassnacht

Textbook - Price Management

The most comprehensive state-of-the-art book Price Management reflects the latest advancements in the field, including recent developments in digitalization, artificial intelligence, sustainability, inflation, e-commerce, and institutional frameworks. In its 5th edition (2025)—completely revised and expanded—the author team guarantees a unique integration of theory and practice through their expertise.

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