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Our research –

Balancing academic rigor and practical relevance.

Our research principles

Scientific research is a cornerstone of the Chair of Strategy and Marketing alongside our teaching and business activities. Our research projects are carried out with the aim of answering questions of managerial relevance using sound scientific methods.

Our scientific research is committed to the following principles:

  • Practical relevance of projects
  • Innovativeness of projects
  • Conceptual and theoretical foundation of research
  • Empirical focus and elaborate research methodology
  • Balancing theoretical reasoning and practical implications in research projects

Cutting-edge research – State of the art and business relevant.

Our chair’s scientific projects focus on the following fields of research:

  • Price management
  • Brand management
  • Retail marketing and omnichannel business

Our previous research-results were published in internationally referred journals, like the Journal of Marketing, Journal of Business Research, Journal of Service Research, Management Review Quarterly, Journal of Retailing and Consumer Services or Journal of Product & Brand Management.

The equation “profit = quantity x price – costs” explains the direct relationship between price and profit. Taking a closer look at the components of the classic marketing instrument, the price constitutes the most effective profit driver. However in reality it becomes apparent, that only very few companies possess a professional price management.

We base our work on a consequent process perspective of price management, which consists of four phases: strategy, analysis, decision, and implementation. In the strategic phase, it is especially interesting to determine which price-performance-positioning the company strives for. During the analysis phase, one distinguishes between the economic and the behavioral analysis. During the decision phase, the optimal price is considered. It is distinguished between one-dimensional, multidimensional and long-term optimized prices. Finally, the predetermined price decision has to be implemented inwards and outwards during the implementation stage. Another part of this phase is also the monitoring of the implementation. The process-related perspective of price management is based on the fourth edition of the real classic "Price Management" of Professor Dr. Dr. h.c. Hermann Simon und Professor Dr. Martin Fassnacht. The English edition of the book, which targets research as well as business practice, was published by Springer Nature, New York in January 2019. In addition, the Russian and the Polish editions are available since September 2019.

Based on this process perspective, the research projects on the Chair of Marketing and Commerce of Professor Dr. Martin Fassnacht strive for answers regarding science-based, management-relevant questions of price management. Apart from a theoretical and conceptual foundation we especially pay attention on an empirical verification of our results. As relatively little empirical research is conducted in the field of price management, a broad approach of research projects seems to be adequate. In this connection, both the complete price management process in different industries (consumer goods, commerce) and single phases of the process are considered.

Furthermore, the research field price management contains the connection between the economic and behavioral perspective of price management as well as the intersection to brand management.

Due to technological progress, an increased availability of information, the reduction of commercial obstacles, and the continuous development of emerging markets, brands in today’s markets are facing high competitive pressure and increasingly heterogeneous consumer needs. Simultaneously, urbanization and the growth of the middle class lead to a rising consumer welfare that create continuous demand shifts into higher and lower value segments. Consumers adjust their purchasing habits and are only willing to pay price premiums for strong and relevant brands. Therefore, brand management is fundamental for business success. Not only should it embrace the very essence of a company but strong branding will also ensure that a product/company stands out in a competitive environment. To escape from downward price spirals, satisfy the aspiration of new, more upward-oriented consumers, and counteract market share losses due to demand shifts, it is essential to create, sustain, and continuously develop strong brands.

Our brand management research focuses on brand and line extension, premiumization, and luxury brand management. We are also examining research questions at the interface between price and brand management.

The world of marketing has changed dramatically in recent years. Changes in consumer behavior present major challenges for retail managers. One of these challenges is sustainable differentiation from competition, which requires precise knowledge of customer needs. The main aspects to be considered here are the customers’ striving for experience orientation and shopping enjoyment as well as a strong tendency toward convenience. Such developments underline the importance of basing marketing activities on the needs of customers.

One of the most relevant topics that addresses how best to meet the aforementioned customer needs and create a unique, seamless experience is omnichannel business. Omnichannel business combines different channels, whether online, offline or mobile, so that customers can learn about, buy or pay for products in a way that provides a seamless and better overall shopping experience. 

Our research in retail marketing focuses on omnichannel business. Thereby, we are especially interested in omnichannel pricing and consumer behavior, as well as electronic marketplaces.

Selected publications on these topics

Beijing: China Machine Press [Chinese version]

Price Management: 正版 价格管理:理论与实践 [德]赫尔曼 西蒙.

Simon, H./Fassnacht, M. (2021)
Warsaw: Wydawnictwo Naukowe PWN [Polish Edition]

Price Management: Zarządzanie cenami.

Simon, H./Fassnacht, M. (2019)
Moscow: Byblos Publishing [Russian Edition]

Price Management: Прайс-менеджмент - Стратегия, анализ, решение и реализация.

Simon, H./Fassnacht, M. (2019)
1st. Edition, New York: Springer [English Edition]

Price Management: Strategy – Analysis – Decision – Implementation.

Simon, H./Fassnacht, M. (2019)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
3. vollständig überarbeitete und erweiterte Auflage, Wiesbaden: Gabler

Preismanagement.

Simon, H./Fassnacht, M. (2009)
Marketing Review St. Gallen, No. 6/2017, pp. 50-58

Debiasing Strategies in the Price Management Process.

Bergers, D./Fassnacht, M. (2017)
Journal of Retailing and Consumer Services. Vol. 28, pp.137–148

Consumer Response to Online/Offline Price Differentation.

Fassnacht, M./Unterhuber, S. (2016)
International Journal of Business Research, Vol. 15, Nr. 2, 39-60

Cross-Channel Pricing: "What We Know and What We Need to Know”.

Fassnacht, M./ Unterhuber S. (2015)
International Journal of Retail and Distribution Management, Vol. 43, No. 10/11, pp.1065-1082

Selling Luxury Goods Online: Effects of Online Accessibility and Price Display.

Kluge, P.N./Fassnacht, M. (2015)
Journal of Business Economics, Vol. 83, No. 3, S. 259-289

EDLP vs. Hi-Lo Pricing Strategies in Retailing – A State of the Art Article.

Fassnacht, M./El Husseini, S. (2013)
Beijing: China Machine Press [Chinese version]

Price Management: 正版 价格管理:理论与实践 [德]赫尔曼 西蒙.

Simon, H./Fassnacht, M. (2021)
Warsaw: Wydawnictwo Naukowe PWN [Polish Edition]

Price Management: Zarządzanie cenami.

Simon, H./Fassnacht, M. (2019)
Moscow: Byblos Publishing [Russian Edition]

Price Management: Прайс-менеджмент - Стратегия, анализ, решение и реализация.

Simon, H./Fassnacht, M. (2019)
1st. Edition, New York: Springer [English Edition]

Price Management: Strategy – Analysis – Decision – Implementation.

Simon, H./Fassnacht, M. (2019)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
3. vollständig überarbeitete und erweiterte Auflage, Wiesbaden: Gabler

Preismanagement.

Simon, H./Fassnacht, M. (2009)
Marketing Review St. Gallen, No. 6/2017, pp. 50-58

Debiasing Strategies in the Price Management Process.

Bergers, D./Fassnacht, M. (2017)
Journal of Retailing and Consumer Services. Vol. 28, pp.137–148

Consumer Response to Online/Offline Price Differentation.

Fassnacht, M./Unterhuber, S. (2016)
International Journal of Business Research, Vol. 15, Nr. 2, 39-60

Cross-Channel Pricing: "What We Know and What We Need to Know”.

Fassnacht, M./ Unterhuber S. (2015)
International Journal of Retail and Distribution Management, Vol. 43, No. 10/11, pp.1065-1082

Selling Luxury Goods Online: Effects of Online Accessibility and Price Display.

Kluge, P.N./Fassnacht, M. (2015)
Journal of Business Economics, Vol. 83, No. 3, S. 259-289

EDLP vs. Hi-Lo Pricing Strategies in Retailing – A State of the Art Article.

Fassnacht, M./El Husseini, S. (2013)
Journal of Product & Brand Management, Vol. 32 (6), pp. 828-848

Vertical line extension: A systematic review of research on upward and downward line extension

Schmitz, A.-K./Brexendorf, T./Fassnacht, M. (2023)
Luxury Research Journal, 2021 Vol.2 No.1/2, pp.99 - 139

Growing luxury brands by increasing the price: does the Veblen effect exist?

Fassnacht, M./Dahm, J.-M. (2021)
Marketing Review St. Gallen, No. 3/2020, pp. 60-68

Premiumization as a profit growth strategy. A framework of strategic options.

Schmitz, A.-K./Fassnacht, M. (2020)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
Management Review Quarterly, No.1/2018, pp. 1-49

How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects.

Lechermeier, J./Fassnacht, M. (2018)
Journal of Product & Brand Management, Vol. 25 Iss 5 pp. 409 - 423

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook.

Simon, C./ Brexendorf, T.O./ Fassnacht, M. (2016)
Marketing Review St. Gallen, Vol. 32, No. 5, pp. 26–35

Brand Name Strategies for Successful Upward Extension.

Goetz, D.M./Fassnacht, M. (2015)
Journal of Brand Management, Vol. 21, No. 4, pp. 303–324

Extending Downward is Not Always Bad: Parent Brand Evaluations After Brand Extension to Higher and Lower Price and Quality Levels.

Goetz, D.M./Fassnacht, M./Rumpf, K. (2014)
Marketing Review St. Gallen, Vol. 30, No. 6, pp. 50-59

Creating Online Brand Experience on Facebook.

Simon, C./Brexendorf, T. O./Fassnacht, M. (2013)
Journal of Product & Brand Management, Vol. 32 (6), pp. 828-848

Vertical line extension: A systematic review of research on upward and downward line extension

Schmitz, A.-K./Brexendorf, T./Fassnacht, M. (2023)
Luxury Research Journal, 2021 Vol.2 No.1/2, pp.99 - 139

Growing luxury brands by increasing the price: does the Veblen effect exist?

Fassnacht, M./Dahm, J.-M. (2021)
Marketing Review St. Gallen, No. 3/2020, pp. 60-68

Premiumization as a profit growth strategy. A framework of strategic options.

Schmitz, A.-K./Fassnacht, M. (2020)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
Management Review Quarterly, No.1/2018, pp. 1-49

How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects.

Lechermeier, J./Fassnacht, M. (2018)
Journal of Product & Brand Management, Vol. 25 Iss 5 pp. 409 - 423

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook.

Simon, C./ Brexendorf, T.O./ Fassnacht, M. (2016)
Marketing Review St. Gallen, Vol. 32, No. 5, pp. 26–35

Brand Name Strategies for Successful Upward Extension.

Goetz, D.M./Fassnacht, M. (2015)
Journal of Brand Management, Vol. 21, No. 4, pp. 303–324

Extending Downward is Not Always Bad: Parent Brand Evaluations After Brand Extension to Higher and Lower Price and Quality Levels.

Goetz, D.M./Fassnacht, M./Rumpf, K. (2014)
Marketing Review St. Gallen, Vol. 30, No. 6, pp. 50-59

Creating Online Brand Experience on Facebook.

Simon, C./Brexendorf, T. O./Fassnacht, M. (2013)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 843-856

Strategic aspects of omnichannel business

Schmitz, A.-K./Fassnacht, M./Göring-Lensing-Hebben, K./Fiebig, O. (2022)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 569-587

Elektronische B2C-Marktplätze als Vertriebskanal in Deutschland – Eine Taxonomie

Köhli, K.C./Fassnacht, M. (2022)
Journal of Business Research, Vol. 102, pp. 131-139

Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers.

Fassnacht, M./Beatty, S/Szajna, M. (2019)
Marketing Review St. Gallen, No. 5/2017, pp. 10-17

Digitization and the Retail Landscape – 10 Theses.

Fassnacht, M./Schmitz, A.-K. (2017)
Marketing Review St. Gallen, Vol. 32, No. 3, pp. 67–77

Sales Promotion Management in Retailing: Tasks, Benchmarks, and Future Trends.

Fassnacht, M./Königsfeld, J. A. (2015)
Journal of Service Research, Vol. 16, No. 4, pp. 471-487

Uncovering Collaborative Value Creation Patterns and Establishing Corresponding Customer Roles.

Möller, S./Ciuchita,R./Mahr, D./Oderkerken-Schröder, G./Fassnacht, M. (2013)
International Journal of Retailing & Distribution Management, Vol. 41, No. 11/12, pp. 901-916.

Luxury Web Atmospherics: An Examination of Homepage Design.

Kluge, P.N./Königsfeld, J.A./Fassnacht, M./Mitschke, F. (2013)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 843-856

Strategic aspects of omnichannel business

Schmitz, A.-K./Fassnacht, M./Göring-Lensing-Hebben, K./Fiebig, O. (2022)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 569-587

Elektronische B2C-Marktplätze als Vertriebskanal in Deutschland – Eine Taxonomie

Köhli, K.C./Fassnacht, M. (2022)
Journal of Business Research, Vol. 102, pp. 131-139

Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers.

Fassnacht, M./Beatty, S/Szajna, M. (2019)
Marketing Review St. Gallen, No. 5/2017, pp. 10-17

Digitization and the Retail Landscape – 10 Theses.

Fassnacht, M./Schmitz, A.-K. (2017)
Marketing Review St. Gallen, Vol. 32, No. 3, pp. 67–77

Sales Promotion Management in Retailing: Tasks, Benchmarks, and Future Trends.

Fassnacht, M./Königsfeld, J. A. (2015)
Journal of Service Research, Vol. 16, No. 4, pp. 471-487

Uncovering Collaborative Value Creation Patterns and Establishing Corresponding Customer Roles.

Möller, S./Ciuchita,R./Mahr, D./Oderkerken-Schröder, G./Fassnacht, M. (2013)
International Journal of Retailing & Distribution Management, Vol. 41, No. 11/12, pp. 901-916.

Luxury Web Atmospherics: An Examination of Homepage Design.

Kluge, P.N./Königsfeld, J.A./Fassnacht, M./Mitschke, F. (2013)

Publications of Professor Dr. Martin Fassnacht – A selection of recent articles

Journal of Product & Brand Management, Vol. 32 (6), pp. 828-848

Vertical line extension: A systematic review of research on upward and downward line extension

Schmitz, A.-K./Brexendorf, T./Fassnacht, M. (2023)
Luxury Research Journal, 2021 Vol.2 No.1/2, pp.99 - 139

Growing luxury brands by increasing the price: does the Veblen effect exist?

Fassnacht, M./Dahm, J.-M. (2021)
Journal of Service Management, Vol. 31 No. 3, pp. 345-371

Testing the influence of real-time performance feedback on employees in digital services.

Lechermeier, J./Fassnacht, M./Wagner, T. (2020)
Marketing Review St. Gallen, No. 3/2020, pp. 60-68

Premiumization as a profit growth strategy. A framework of strategic options.

Schmitz, A.-K./Fassnacht, M. (2020)
Journal of Business Research, Vol. 102, pp. 131-139

Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers.

Fassnacht, M./Beatty, S/Szajna, M. (2019)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
Management Review Quarterly, No.1/2018, pp. 1-49

How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects.

Lechermeier, J./Fassnacht, M. (2018)
Marketing Review St. Gallen, No. 6/2017, pp. 50-58

Debiasing Strategies in the Price Management Process.

Bergers, D./Fassnacht, M. (2017)
Marketing Review St. Gallen, No. 5/2017, pp. 10-17

Digitization and the Retail Landscape – 10 Theses.

Fassnacht, M./Schmitz, A.-K. (2017)
Journal of Product & Brand Management, Vol. 25 Iss 5 pp. 409 - 423

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook.

Simon, C./ Brexendorf, T.O./ Fassnacht, M. (2016)
Journal of Retailing and Consumer Services. Vol. 28, pp.137–148

Consumer Response to Online/Offline Price Differentation.

Fassnacht, M./Unterhuber, S. (2016)
Journal of Product & Brand Management, Vol. 32 (6), pp. 828-848

Vertical line extension: A systematic review of research on upward and downward line extension

Schmitz, A.-K./Brexendorf, T./Fassnacht, M. (2023)
Luxury Research Journal, 2021 Vol.2 No.1/2, pp.99 - 139

Growing luxury brands by increasing the price: does the Veblen effect exist?

Fassnacht, M./Dahm, J.-M. (2021)
Journal of Service Management, Vol. 31 No. 3, pp. 345-371

Testing the influence of real-time performance feedback on employees in digital services.

Lechermeier, J./Fassnacht, M./Wagner, T. (2020)
Marketing Review St. Gallen, No. 3/2020, pp. 60-68

Premiumization as a profit growth strategy. A framework of strategic options.

Schmitz, A.-K./Fassnacht, M. (2020)
Journal of Business Research, Vol. 102, pp. 131-139

Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers.

Fassnacht, M./Beatty, S/Szajna, M. (2019)
Luxury Research Journal, Vol. 1, No. 4, pp. 343-371

The Veblen effect and (in)conspicuous consumption - a state of the art article.

Fassnacht, M./Dahm, J.-M. (2018)
Management Review Quarterly, No.1/2018, pp. 1-49

How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects.

Lechermeier, J./Fassnacht, M. (2018)
Marketing Review St. Gallen, No. 6/2017, pp. 50-58

Debiasing Strategies in the Price Management Process.

Bergers, D./Fassnacht, M. (2017)
Marketing Review St. Gallen, No. 5/2017, pp. 10-17

Digitization and the Retail Landscape – 10 Theses.

Fassnacht, M./Schmitz, A.-K. (2017)
Journal of Product & Brand Management, Vol. 25 Iss 5 pp. 409 - 423

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook.

Simon, C./ Brexendorf, T.O./ Fassnacht, M. (2016)
Journal of Retailing and Consumer Services. Vol. 28, pp.137–148

Consumer Response to Online/Offline Price Differentation.

Fassnacht, M./Unterhuber, S. (2016)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 843-856

Strategic aspects of omnichannel business

Schmitz, A.-K./Fassnacht, M./Göring-Lensing-Hebben, K./Fiebig, O. (2022)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 569-587

Elektronische B2C-Marktplätze als Vertriebskanal in Deutschland – Eine Taxonomie

Köhli, K.C./Fassnacht, M. (2022)
Thieme, W. M. (Hrsg.): Luxusmarkenmanagement: Grundlagen, Strategien und praktische Umsetzung, Wiesbaden: Springer, S. 421-436.

Luxury-Specific Dimensions of Customer-Salesperson Relationships.

Scharwey, A. C./Fassnacht M. (2016)
Corsten, H./Roth, S. (Hrsg.): Handbuch Dienstleistungsmanagement, München: Vahlen, S. 789-807

Leistungsbezogene Preisdifferenzierung bei Dienstleistungen.

Fassnacht, M./Schmitz, A.-K. (2016)
Bartsch, S./Blümelhuber, C. (Hrsg.): Always Ahead im Marketing, Festschrift für Prof. Dr. Anton Meyer, Wiesbaden: Gabler, S. 433-448

Social Distance in Luxury Customer–Salesperson Relationships.

Fassnacht, M./Scharwey, A. (2015)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 843-856

Strategic aspects of omnichannel business

Schmitz, A.-K./Fassnacht, M./Göring-Lensing-Hebben, K./Fiebig, O. (2022)
Corsten, H. & Roth, S. (Hrsg.), Handbuch Digitalisierung, Vahlen, S. 569-587

Elektronische B2C-Marktplätze als Vertriebskanal in Deutschland – Eine Taxonomie

Köhli, K.C./Fassnacht, M. (2022)
Thieme, W. M. (Hrsg.): Luxusmarkenmanagement: Grundlagen, Strategien und praktische Umsetzung, Wiesbaden: Springer, S. 421-436.

Luxury-Specific Dimensions of Customer-Salesperson Relationships.

Scharwey, A. C./Fassnacht M. (2016)
Corsten, H./Roth, S. (Hrsg.): Handbuch Dienstleistungsmanagement, München: Vahlen, S. 789-807

Leistungsbezogene Preisdifferenzierung bei Dienstleistungen.

Fassnacht, M./Schmitz, A.-K. (2016)
Bartsch, S./Blümelhuber, C. (Hrsg.): Always Ahead im Marketing, Festschrift für Prof. Dr. Anton Meyer, Wiesbaden: Gabler, S. 433-448

Social Distance in Luxury Customer–Salesperson Relationships.

Fassnacht, M./Scharwey, A. (2015)
Beijing: China Machine Press [Chinese version]

Price Management: 正版 价格管理:理论与实践 [德]赫尔曼 西蒙.

Simon, H./Fassnacht, M. (2021)
Warsaw: Wydawnictwo Naukowe PWN [Polish Edition]

Price Management: Zarządzanie cenami.

Simon, H./Fassnacht, M. (2019)
Moscow: Byblos Publishing [Russian Edition]

Price Management. Прайс-менеджмент - Стратегия, анализ, решение и реализация.

Simon, H./Fassnacht, M. (2019)
New York: Springer [English Edition]

Price Management: Strategy – Analysis – Decision – Implementation (English).

Simon, H./Fassnacht, M. (2019)
4. vollständig überarbeitete und erweiterte Auflage, Wiesbaden: Gabler.

Preismanagement: Strategie – Analyse – Entscheidung – Umsetzung,.

Simon, H./Fassnacht, M. (2016)
Milano: FrancoAngeli [Italian Edition]

Price Management. I. Strategia, analisi e determinazione del prezzo.

Simon, H./Zatta, D./Fassnacht, M. (2013)
Milano: FrancoAngeli [Italian Edition]

Price Management. II. Strumenti operative e applicazioni settoriali.

Simon, H./Zatta, D./Fassnacht, M. (2013)
Seoul: Parkyoung Publishing Company. [유필화/ 헤르만 지몬/ 마틴 파스나하트 [2012]; 가격관리론, 박영사 ; 서울] [Korean Edition]

Price Management.

Yoo, P.H./Simon, H./Fassnacht, M. (2012)
Beijing: China Machine Press [Chinese version]

Price Management: 正版 价格管理:理论与实践 [德]赫尔曼 西蒙.

Simon, H./Fassnacht, M. (2021)
Warsaw: Wydawnictwo Naukowe PWN [Polish Edition]

Price Management: Zarządzanie cenami.

Simon, H./Fassnacht, M. (2019)
Moscow: Byblos Publishing [Russian Edition]

Price Management. Прайс-менеджмент - Стратегия, анализ, решение и реализация.

Simon, H./Fassnacht, M. (2019)
New York: Springer [English Edition]

Price Management: Strategy – Analysis – Decision – Implementation (English).

Simon, H./Fassnacht, M. (2019)
4. vollständig überarbeitete und erweiterte Auflage, Wiesbaden: Gabler.

Preismanagement: Strategie – Analyse – Entscheidung – Umsetzung,.

Simon, H./Fassnacht, M. (2016)
Milano: FrancoAngeli [Italian Edition]

Price Management. I. Strategia, analisi e determinazione del prezzo.

Simon, H./Zatta, D./Fassnacht, M. (2013)
Milano: FrancoAngeli [Italian Edition]

Price Management. II. Strumenti operative e applicazioni settoriali.

Simon, H./Zatta, D./Fassnacht, M. (2013)
Seoul: Parkyoung Publishing Company. [유필화/ 헤르만 지몬/ 마틴 파스나하트 [2012]; 가격관리론, 박영사 ; 서울] [Korean Edition]

Price Management.

Yoo, P.H./Simon, H./Fassnacht, M. (2012)
Proceedings of the European Marketing Academy Conference, May 23-26, 2023, Odense (Denmark)

Unlocking Consumers' Responsibilities – A Corporate Perspective on Enhancing Sustainable Consumer Behavior

Schmitz, A.-K./Göring-Lensing-Hebben, K./Fassnacht, M. (2023)
Proceedings of the European Marketing Academy Conference, 51st, May 24, 2022, Budapest, Hungary

Responsibility beyond the point of sale: How product stewardship forges sustainable consumption behavior

Schmitz, A.-K./Schnabl, L./Göring-Lensing-Hebben, K./Fassnacht, M. (2022)
Proceedings of the 26th Annual Frontiers in Service Conference, June 22-25, 2017, New York, USA

The effects of immediate customer feedback on frontline employees´ engagement and service performance.

Lechermeier, J. / Fassnacht, M. / Wagner, T. (2017)
Proceedings of the 2014 Monaco Symposium on Luxury, April 10-11, Monte Carlo, Monaco

Selling Luxury Goods Online? Effects of Making The Inaccessible Accessible.

Kluge, P.N./Fassnacht, M. (2014)
Proceedings of the European Marketing Academy Conference, May 23-26, 2023, Odense (Denmark)

Unlocking Consumers' Responsibilities – A Corporate Perspective on Enhancing Sustainable Consumer Behavior

Schmitz, A.-K./Göring-Lensing-Hebben, K./Fassnacht, M. (2023)
Proceedings of the European Marketing Academy Conference, 51st, May 24, 2022, Budapest, Hungary

Responsibility beyond the point of sale: How product stewardship forges sustainable consumption behavior

Schmitz, A.-K./Schnabl, L./Göring-Lensing-Hebben, K./Fassnacht, M. (2022)
Proceedings of the 26th Annual Frontiers in Service Conference, June 22-25, 2017, New York, USA

The effects of immediate customer feedback on frontline employees´ engagement and service performance.

Lechermeier, J. / Fassnacht, M. / Wagner, T. (2017)
Proceedings of the 2014 Monaco Symposium on Luxury, April 10-11, Monte Carlo, Monaco

Selling Luxury Goods Online? Effects of Making The Inaccessible Accessible.

Kluge, P.N./Fassnacht, M. (2014)
Lebensmittelzeitung, Ausgabe 28/2023, S. 46

So gewinnen Unternehmen Nachwuchskräfte.

Szajna, M./Fassnacht, M. (2023)
Frankfurter Allgemeine Zeitung, 06.02.2023, S. 16

Der Gewinn wird für Unternehmen wichtiger denn je

Fassnacht, M. (2023)
Frankfurter Allgemeine Zeitung, 12.12.2022, S. 16

Sport-Sponsoren landen leicht im Abseits

Fassnacht, M./Schmitz, A.-K. (2022)
Frankfurter Allgemeine Zeitung, 15.07.2022, S.16

Wie Autohäuser überleben können

Fassnacht, M./Vollmar, J. (2022)
Frankfurter Allgemeine Zeitung, 18.10.2021, S. 16

Spielraum für höhere Preise nutzen: Wegen der Inflation müssen Anbieter mehr Geld von Kunden verlangen. Aber wie?

Schmitz, A.-K./Fassnacht, M./Schnabl, L. (2021)
Lebensmittelzeitung, Ausgabe 25/2020, S. 20

Die neue Realität im Vertrieb.

Fassnacht, M./Mahadevan, J. (2020)
Lebensmittelzeitung, Ausgabe 4/2020, S. 42

Plädoyer für das stationäre Geschäft.

Fassnacht, M./Szajna, M. (2020)
Lebensmittelzeitung, Ausgabe 20/2019, S. 28

Wachsende Handelsmacht.

Fassnacht, M./Mahadevan, J. (2019)
Markenartikel – Das Magazin für Markenführung, Volume 5/2018, pp. 95-97

Premiumisierung – Attraktivität und Preis durch Mehrwert steigern.

Fassnacht, M./Schmitz, A.-K. (2018)
Absatzwirtschaft, Sonderausgabe zur dmexco 2017, pp. 58-59

Die Innovationskraft des Marketings.

Fassnacht, M. (2017)
Lebensmittel Praxis, April 17, p. 23

Wo die Reise hingeht.

Fassnacht, M. (2017)
Lebensmittelzeitung, Ausgabe 18/2016, p. 25

Strategische Weitsicht.

Fassnacht, M. (2016)
Lebensmittelzeitung, Ausgabe 28/2023, S. 46

So gewinnen Unternehmen Nachwuchskräfte.

Szajna, M./Fassnacht, M. (2023)
Frankfurter Allgemeine Zeitung, 06.02.2023, S. 16

Der Gewinn wird für Unternehmen wichtiger denn je

Fassnacht, M. (2023)
Frankfurter Allgemeine Zeitung, 12.12.2022, S. 16

Sport-Sponsoren landen leicht im Abseits

Fassnacht, M./Schmitz, A.-K. (2022)
Frankfurter Allgemeine Zeitung, 15.07.2022, S.16

Wie Autohäuser überleben können

Fassnacht, M./Vollmar, J. (2022)
Frankfurter Allgemeine Zeitung, 18.10.2021, S. 16

Spielraum für höhere Preise nutzen: Wegen der Inflation müssen Anbieter mehr Geld von Kunden verlangen. Aber wie?

Schmitz, A.-K./Fassnacht, M./Schnabl, L. (2021)
Lebensmittelzeitung, Ausgabe 25/2020, S. 20

Die neue Realität im Vertrieb.

Fassnacht, M./Mahadevan, J. (2020)
Lebensmittelzeitung, Ausgabe 4/2020, S. 42

Plädoyer für das stationäre Geschäft.

Fassnacht, M./Szajna, M. (2020)
Lebensmittelzeitung, Ausgabe 20/2019, S. 28

Wachsende Handelsmacht.

Fassnacht, M./Mahadevan, J. (2019)
Markenartikel – Das Magazin für Markenführung, Volume 5/2018, pp. 95-97

Premiumisierung – Attraktivität und Preis durch Mehrwert steigern.

Fassnacht, M./Schmitz, A.-K. (2018)
Absatzwirtschaft, Sonderausgabe zur dmexco 2017, pp. 58-59

Die Innovationskraft des Marketings.

Fassnacht, M. (2017)
Lebensmittel Praxis, April 17, p. 23

Wo die Reise hingeht.

Fassnacht, M. (2017)
Lebensmittelzeitung, Ausgabe 18/2016, p. 25

Strategische Weitsicht.

Fassnacht, M. (2016)
Otto Beisheim School of Management, MS 5, Vallendar

Preismanagement im Konsumgüterbereich – Lernen von den Besten, Managementorientierte Schriftenreihe des Zentrums für Marktorientierte Unternehmensführung (ZMU) an der WHU.

Fassnacht, M./Breitschwerdt, F. (2009)
Otto-Beisheim-Hochschule, MS 3, Vallendar

Konsumptions-orientierte Markteinführung: ein innovatives vertriebspolitisches Konzept, Managementorientierte Schriftenreihe des Zentrums für Marktorientierte Unternehmensführung (ZMU)

Fassnacht, M./Stallkamp, C./Schmitz, D. R. (2005)
Otto-Beisheim-Hochschule –, WS 26, Vallendar

Loyalty Determinants – Literature Review and Development of an Integrative Model of Customer Loyalty, Wissenschaftliche Schriftenreihe des Zentrums für Marktorientierte Unternehmens

Fassnacht, M./Daus, P.W. (2004)
Otto Beisheim School of Management, MS 5, Vallendar

Preismanagement im Konsumgüterbereich – Lernen von den Besten, Managementorientierte Schriftenreihe des Zentrums für Marktorientierte Unternehmensführung (ZMU) an der WHU.

Fassnacht, M./Breitschwerdt, F. (2009)
Otto-Beisheim-Hochschule, MS 3, Vallendar

Konsumptions-orientierte Markteinführung: ein innovatives vertriebspolitisches Konzept, Managementorientierte Schriftenreihe des Zentrums für Marktorientierte Unternehmensführung (ZMU)

Fassnacht, M./Stallkamp, C./Schmitz, D. R. (2005)
Otto-Beisheim-Hochschule –, WS 26, Vallendar

Loyalty Determinants – Literature Review and Development of an Integrative Model of Customer Loyalty, Wissenschaftliche Schriftenreihe des Zentrums für Marktorientierte Unternehmens

Fassnacht, M./Daus, P.W. (2004)

Reviewing activities of Professor Dr. Martin Fassnacht

  • Marketing ZFP / JRM
  • Journal of Retailing and Consumer Services
  • Management Review Quarterly
  • Journal of Service Marketing
  • JSR - Journal of Service Research
  • JIM - Journal of Interactive Marketing
  • Journal of Product Innovation Management
  • American Marketing Association 
  • EMAC Conference
  • ZfB - Zeitschrift für Betriebswirtschaft
  • Marketing Review St. Gallen
  • Schmalenbachgesellschaft für Betriebswirtschaft e. V.
  • zfbf - Zeitschrift für betriebswirtschaftliche Forschung
  • Marketing ZFP
  • Marketing - Journal of Research and Management
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