Working paper and demonstration code (Jupyter Notebook) by Meta & WHU show how marketing mix models capture brand impact
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About us
The Chair of Digital Marketing investigates questions concerning digitalization of our everyday lives. Collaborating with leading companies in the digital sector, we strive to foster exchange between research and practice.
We provide expertise in the following areas:
- Preference measurement for digital goods using, e.g., choice-based conjoint or discrete choice experiments (Demo)
- Customer management and actionable customer analytics for better targeting
- Online marketing for NGOs.
Are you a company looking to join forces for a project, particularly on questions concerning digitalization? Are you a student at the end of your master and are you interested in writing your PhD on business related and scientific highly relevant research questions? Please contact Professor Christian Schlereth directly here.
News and stories
Read the news from Digital Marketing –
Keep up with the latest events and activities.
On November 2 and 17, Christian Koldehoff and Dr. Mirja Kroschke attended the MSc course "Actionable Customer Analytics" taught by Prof. Schlereth
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In the online MBA class “Marketing in a Digital World“, we welcomed two real digital marketing experts on October 1 and 8: Jan Hildebrand (Co-Founder Know.haus Marketing GmbH) and Moritz Fendt (Co-Founder Hanfgeflüster GmbH).
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As part of WHU's annual Graduation Ceremony, the In Praxi - WHU Alumni Association honors a master's thesis that is not only economically but also socially significant.
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Theses
Important information about theses.
The Chair of Digital Marketing offers a wide range of topics around digitalization and supervisory capacity for Bachelor and Master Theses - contact us for details. Part of the courses and theses requires the use of XML editors. Licenses are kindly sponsored by Liquid Technologies with their software solution Liquid XML Studio. When writing your thesis, the following template is a helpful guide and contains additional information.
Publications
Practical, relevant, and innovative –
Explore research and publications.
Have we caught your attention? Do you want to take a deeper look at pre-print versions of the publications listed below? Many of these can be downloaded via ResearchGate.
Marketing and Sales Group
Shades of fake news: how fallacies influence consumers’ perception
Beisecker, S., Schlereth, C., Hein, S. (Pre-Print), European Journal of Information Systems: EJIS
Shades of fake news: how fallacies influence consumers’ perception
Beisecker, S., Schlereth, C., Hein, S. (Pre-Print), European Journal of Information Systems: EJIS
Marketing and Sales Group
Premiummitgliedschaften als Booster in Karrierenetzwerken?
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), Schmalenbach Impulse, Vol. 2 (1), pp. 1-4
Premiummitgliedschaften als Booster in Karrierenetzwerken?
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), Schmalenbach Impulse, Vol. 2 (1), pp. 1-4
Marketing and Sales Group
Social capital accumulation through social media networks: evidence from a randomized field experiment and individual-level panel data
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), MIS Quarterly: MISQ, Vol. 46 (2), pp. 771-812
Social capital accumulation through social media networks: evidence from a randomized field experiment and individual-level panel data
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), MIS Quarterly: MISQ, Vol. 46 (2), pp. 771-812
Marketing and Sales Group
Fundraising über soziale Medien – Spendengewinnung mit Facebook P2P Spendenaktionen: [Joint survey with Fundraiser Magazin]
Martin, B., Schlereth, C. (2021), Fundraiser-Magazin, (2), pp. 76-78
Fundraising über soziale Medien – Spendengewinnung mit Facebook P2P Spendenaktionen: [Joint survey with Fundraiser Magazin]
Martin, B., Schlereth, C. (2021), Fundraiser-Magazin, (2), pp. 76-78
Marketing and Sales Group
Online lead generation: an emerging industry
Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Marketing Review St. Gallen, (4), pp. 32-39
Online lead generation: an emerging industry
Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Marketing Review St. Gallen, (4), pp. 32-39
Marketing and Sales Group
Predicting tie strength with ego network structures
Stolz, S., Schlereth, C. (2021), Journal of Interactive Marketing, Vol. 54, pp. 40-52
Predicting tie strength with ego network structures
Stolz, S., Schlereth, C. (2021), Journal of Interactive Marketing, Vol. 54, pp. 40-52
Marketing and Sales Group
Pricing through health apps generated data - digital dividend as a game changer: discrete choice experiment
Heidel, A., Hagist, C., Schlereth, C. (2021), PLOS ONE, Vol. 16 (7), Article no. e0254786, 14 pages
Pricing through health apps generated data - digital dividend as a game changer: discrete choice experiment
Heidel, A., Hagist, C., Schlereth, C. (2021), PLOS ONE, Vol. 16 (7), Article no. e0254786, 14 pages
Marketing and Sales Group
Sample-based longitudinal discrete choice experiments: preferences of electric vehicles over time
Keller, K., Schlereth, C., Hinz, O. (2021), Journal of the Academy of Marketing Science: JAMS, Vol. 49 (3), pp. 482–500
Sample-based longitudinal discrete choice experiments: preferences of electric vehicles over time
Keller, K., Schlereth, C., Hinz, O. (2021), Journal of the Academy of Marketing Science: JAMS, Vol. 49 (3), pp. 482–500
Marketing and Sales Group
Taktungen als zentraler Bestandteil der Preismetrik bei digitalen Diensten
Schlereth, C. (2021), Schmalenbach Impulse, Vol. 1 (1), pp. 1-2
Taktungen als zentraler Bestandteil der Preismetrik bei digitalen Diensten
Schlereth, C. (2021), Schmalenbach Impulse, Vol. 1 (1), pp. 1-2
Marketing and Sales Group
Pricing metrics and the impact of minimum and billing increments
Skiera, B., Schlereth, C., Oetzel, S. (2020), Journal of Service Research: JSR, Vol. 23 (3), pp. 321-336
Pricing metrics and the impact of minimum and billing increments
Skiera, B., Schlereth, C., Oetzel, S. (2020), Journal of Service Research: JSR, Vol. 23 (3), pp. 321-336
Marketing and Sales Group
Long-term brand equity measurement: status quo and challenges
Hein, S., Schlereth, C., Müller-Klockmann, T. (2019), Transfer, Werbeforschung & Praxis, Vol. 65 (3), pp. 6-11
Long-term brand equity measurement: status quo and challenges
Hein, S., Schlereth, C., Müller-Klockmann, T. (2019), Transfer, Werbeforschung & Praxis, Vol. 65 (3), pp. 6-11
Marketing and Sales Group
Bluffs, lies, and consequences: a reconceptualization of bluffing in buyer-supplier negotiations
Kaufmann, L., Rottenburger, J., Carter, C., Schlereth, C. (2018), Journal of Supply Chain Management: JSCM, Vol. 54 (2), pp. 49-70
Bluffs, lies, and consequences: a reconceptualization of bluffing in buyer-supplier negotiations
Kaufmann, L., Rottenburger, J., Carter, C., Schlereth, C. (2018), Journal of Supply Chain Management: JSCM, Vol. 54 (2), pp. 49-70
Marketing and Sales Group
Why do consumers prefer static instead of dynamic pricing plans?an empirical study for a better understanding of the low preferences for time-variant pricing plans
Schlereth, C., Skiera, B., Schulz, F. (2018), European Journal of Operational Research: EJOR, Vol. 269 (3), pp. 1165-1179
Why do consumers prefer static instead of dynamic pricing plans?an empirical study for a better understanding of the low preferences for time-variant pricing plans
Schlereth, C., Skiera, B., Schulz, F. (2018), European Journal of Operational Research: EJOR, Vol. 269 (3), pp. 1165-1179
Marketing and Sales Group
Fracking: Messung der gesellschaftlichen Akzeptanz und der Wirkung akzeptanzsteigernder Maßnahmen
Süptitz, J., Schlereth, C. (2017), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 69, pp. 405-439
Fracking: Messung der gesellschaftlichen Akzeptanz und der Wirkung akzeptanzsteigernder Maßnahmen
Süptitz, J., Schlereth, C. (2017), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 69, pp. 405-439
Marketing and Sales Group
Two new features in discrete choice experiments to improve willingness-to-pay estimation that result in SDR and SADR: separated (adaptive) dual response
Schlereth, C., Skiera, B. (2017), Management Science, Vol. 63, pp. 829-842
Two new features in discrete choice experiments to improve willingness-to-pay estimation that result in SDR and SADR: separated (adaptive) dual response
Schlereth, C., Skiera, B. (2017), Management Science, Vol. 63, pp. 829-842
Marketing and Sales Group
Advanced payment systems: paying too much today and being satisfied tomorrow
Schulz, F., Schlereth, C., Mazar, N., Skiera, B. (2015), International Journal of Research in Marketing: IJRM, Vol. 32, pp. 238–250
Advanced payment systems: paying too much today and being satisfied tomorrow
Schulz, F., Schlereth, C., Mazar, N., Skiera, B. (2015), International Journal of Research in Marketing: IJRM, Vol. 32, pp. 238–250
Marketing and Sales Group
Fostering the adoption of electric vehicles by providing complementary mobility services: a two-step approach using Best–Worst Scaling and Dual Response
Hinz, O., Schlereth, C., Zhou, W. (2015), Journal of Business Economics : JBE = Zeitschrift für Betriebswirtschaft : ZfB: JBE / ZfB, Vol. 85, pp. 921-951
Fostering the adoption of electric vehicles by providing complementary mobility services: a two-step approach using Best–Worst Scaling and Dual Response
Hinz, O., Schlereth, C., Zhou, W. (2015), Journal of Business Economics : JBE = Zeitschrift für Betriebswirtschaft : ZfB: JBE / ZfB, Vol. 85, pp. 921-951
Marketing and Sales Group
Measurement of preferences with self-explicated approaches: a classification and merge of trade-off- and non-trade-off-based evaluation types
Schlereth, C., Eckert, C., Schaaf, R., Skiera, B. (2014), European Journal of Operational Research: EJOR, Vol. 238, pp. 185–198
Measurement of preferences with self-explicated approaches: a classification and merge of trade-off- and non-trade-off-based evaluation types
Schlereth, C., Eckert, C., Schaaf, R., Skiera, B. (2014), European Journal of Operational Research: EJOR, Vol. 238, pp. 185–198
Marketing and Sales Group
Pricing plans for a financial advisory service
Schlereth, C. (2014), European Journal of Marketing: EJM, Vol. 48 (2018), pp. 595-616
Pricing plans for a financial advisory service
Schlereth, C. (2014), European Journal of Marketing: EJM, Vol. 48 (2018), pp. 595-616
Marketing and Sales Group
Schnelle und einfache Messung von Bedeutungsgewichten mit der Restricted-Click-Stream Analyse: ein Vergleich mit etablierten Präferenzmessmethoden
Schlereth, C., Schulz, F. (2014), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 66 (8), pp. 630-657
Schnelle und einfache Messung von Bedeutungsgewichten mit der Restricted-Click-Stream Analyse: ein Vergleich mit etablierten Präferenzmessmethoden
Schlereth, C., Schulz, F. (2014), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 66 (8), pp. 630-657
Marketing and Sales Group
Optimal product-sampling strategies in social networks: how many and whom to target?
Schlereth, C., Barrot, C., Skiera, B., Takac, C. (2013), International Journal of Electronic Commerce: IJEC, Vol. 18, pp. 45-72
Optimal product-sampling strategies in social networks: how many and whom to target?
Schlereth, C., Barrot, C., Skiera, B., Takac, C. (2013), International Journal of Electronic Commerce: IJEC, Vol. 18, pp. 45-72
Marketing and Sales Group
Measurement of consumer preferences for bucket pricing plans with different service attributes
Schlereth, C., Skiera, B. (2012), International Journal of Research in Marketing: IJRM, Vol. 29, pp. 167-180
Measurement of consumer preferences for bucket pricing plans with different service attributes
Schlereth, C., Skiera, B. (2012), International Journal of Research in Marketing: IJRM, Vol. 29, pp. 167-180
Marketing and Sales Group
Using discrete choice experiments to estimate willingness-to-pay intervals
Schlereth, C., Eckert, C., Skiera, B. (2012), Marketing Letters, Vol. 23, pp. 761-776
Using discrete choice experiments to estimate willingness-to-pay intervals
Schlereth, C., Eckert, C., Skiera, B. (2012), Marketing Letters, Vol. 23, pp. 761-776
Marketing and Sales Group
Empirical evaluation of fair use flat rate strategies for mobile internet
Fritz, M., Schlereth, C., Figge, S. (2011), Business & Information Systems Engineering: BISE, Vol. 3, pp. 269-277
Empirical evaluation of fair use flat rate strategies for mobile internet
Fritz, M., Schlereth, C., Figge, S. (2011), Business & Information Systems Engineering: BISE, Vol. 3, pp. 269-277
Marketing and Sales Group
Empirische Evaluation von Fair-Use-Flatrate-Strategien für das mobile Internet
Fritz, M., Schlereth, C., Figge, S. (2011), Wirtschaftsinformatik: WI, Vol. 53, pp. 257-266
Empirische Evaluation von Fair-Use-Flatrate-Strategien für das mobile Internet
Fritz, M., Schlereth, C., Figge, S. (2011), Wirtschaftsinformatik: WI, Vol. 53, pp. 257-266
Marketing and Sales Group
Measuring consumers' preferences for metered pricing of services
Schlereth, C., Skiera, B., Wolk, A. (2011), Journal of Service Research: JSR, Vol. 14, pp. 443-459
Measuring consumers' preferences for metered pricing of services
Schlereth, C., Skiera, B., Wolk, A. (2011), Journal of Service Research: JSR, Vol. 14, pp. 443-459
Marketing and Sales Group
Optimization and analysis of profitability of tariff structures with different number of two-part tariffs
Schlereth, C., Stepanchuk, T., Skiera, B. (2010), European Journal of Operational Research: EJOR, Vol. 206, pp. 691-701
Optimization and analysis of profitability of tariff structures with different number of two-part tariffs
Schlereth, C., Stepanchuk, T., Skiera, B. (2010), European Journal of Operational Research: EJOR, Vol. 206, pp. 691-701
Marketing and Sales Group
Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse
Schlereth, C., Skiera, B. (2009), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 61 (8), pp. 838-856
Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse
Schlereth, C., Skiera, B. (2009), Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung: ZfbF, Vol. 61 (8), pp. 838-856
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Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain
Social Capital Accumulation in Career Networks
Weiler, Michael / Stolz, Simon / Lanz, Andreas / Schlereth, Christian / Hinz, Oliver (2021) - Online
Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain
Threshold Determination Using Extensions of Best-Worst Scaling
Beisecker, Sven / Schlereth, Christian / Eggers, Felix (2021) - Online
Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain
How did the COVID-19 crisis change the social media peer-to-peer fundraising landscape?
Martin, Béatrice / Schlereth, Christian (2021) - Online
Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain
Effectiveness of Online-only Coupons on Online and Offline Channels
Reh, Christina Antonie / Schlereth, Christian (2021) - Online
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Digital knowledge
Digital Marketing in motion –
Watch, listen, and learn more.
Research, interviews, and teaching.
Take a look at videos from the different areas the Chair is involved in: research, teaching, and interviews with key figures within the field of Digital Marketing, including student club WHU Inside Business.
Konrad-Adenauer-Stiftung
The Konrad-Adenauer-Stiftung awards scholarships to students and graduates with exceptional academic achievements and outstanding political or social commitment. Since 2016 Professor Christian Schlereth has held the position of liaison lecturer of the Konrad-Adenauer Foundation and supervises the Koblenz group of BSc, MSc, and Doctoral program scholarship students.
Contact
Get in touch with us –
We look forward to hearing from you.
WHU – Otto Beisheim School of Management
Chair of Digital Marketing
Burgplatz 2
56179 Vallendar