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Oliver Kaul is a Professor of Marketing and International Management at University of Applied Sciences, Mainz. [1] [ failed verification ]
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Oliver Kaul is a Professor of Marketing and International Management at University of Applied Sciences, Mainz. [1] [ failed verification ]
Oliver Kaul studied Economics at the University of Giessen, graduating in 1994. He subsequently obtained his doctorate in Business Administration and Marketing at the Johannes Gutenberg University Mainz and at the Columbia University New York. His post-doctoral thesis was on the subject of “Competitors’ reputation for aggressiveness – A key construct in marketing competition”. [2] Since 2003 he has held the chair of International Business and Management in the Economics department at University of Applied Sciences, Mainz. His subject areas include Marketing and Strategic Management. He has spent time on research projects at the Columbia Business School (USA) and the Hong Kong University of Science and Technology (China). He has also presented the results of his research to leading Business Schools in Europe, the USA and Asia, including UC Berkeley (USA), New York University (USA), Columbia University (USA), University of California, Los Angeles (USA), INSEAD (France) and Humboldt University of Berlin (Germany).
The key areas of Oliver Kaul’s research include competition-orientated marketing strategies, as well as qualitative and quantitative market research projects. [3] As an expert in Pricing and Innovation he undertakes research projects on data-based recommendations for maximum risk reduction in innovation and pricing decisions. His activities extend to Shopper and Consumer Research and Consumer-Centric marketing strategies. His other research and consultancy activities lie in the areas of new product launches, product variation and the development of corresponding simulation models for forecasting expected market share and/or volume changes on the basis of conjoint analyses. Kaul is a co-founder of the m3-Forum. M3 stands for Marketing, Management, Mainz and offers a platform for top business decision-makers to present current issues to students based on practical experience. [4]
In 1998 Kaul founded the consultancy company smartcon GmbH and is still today Chairman of the Academic Board. [5] [6] This Marketing Research Institute with its headquarters in Mainz is a Research and Consultancy company with close links to academia, which is active across diverse sectors in over 40 countries. [7] The key areas in which smartcon GmbH works include shopper and consumer research, as well as volume forecasting to support decision-making on innovation and pricing. Smartcon’s other areas of activity include the measurement and monitoring of image and customer satisfaction. Under the academic leadership of Prof. Kaul, smartcon GmbH advises leading companies in the B2C and B2B sectors.[ citation needed ]
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and then sells in smaller quantities to consumers for a profit. Retailers are the final link in the supply chain from producers to consumers.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.
Managerial economics is a branch of economics involving the application of economic methods in the organizational decision-making process. Economics is the study of the production, distribution, and consumption of goods and services. Managerial economics involves the use of economic theories and principles to make decisions regarding the allocation of scarce resources. It guides managers in making decisions relating to the company's customers, competitors, suppliers, and internal operations.
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.
GfK is the largest German market research company. It provides data and intelligence to the consumer goods industry and is headquartered in Nuremberg, Germany.
The German Economic Institute (IW) is a private economic research institute in Germany, which promotes a liberal economic and social order. The German Economic Institute is based in Cologne, Germany, with additional offices in Berlin, Germany, and Brussels, Belgium.
Knowledge Intensive Business Services are services and business operations heavily reliant on professional knowledge. They are mainly concerned with providing knowledge-intensive support for the business processes of other organizations. As a result, their employment structures are heavily weighted towards scientists, engineers, and other experts. It is common to distinguish between T-KIBS,, and P-KIBS, who are more traditional professional services - legal, accountancy, and many management consultancy and marketing services. These services either supply products which are themselves primary sources of information and knowledge, or use their specialist knowledge to produce services which facilitate their clients own activities. Consequently, KIBS usually have other businesses as their main clients, though the public sector and sometimes voluntary organisations can be important customers, and to some extent households will feature as consumers of, for instance, legal and accountancy services.
Bernd Herbert Schmitt is a professor of international business in the marketing department at Columbia Business School, Columbia University in New York. He is known for his research, books, speaking and consulting on customer experience, customer happiness, branding, innovation and for his work in Asia on Asian markets and consumers. He wrote several influential books in these areas like Experiential Marketing, Customer Experience Management, Big Think Strategy and Happy Customers Everywhere.
Edmund Jerome McCarthy was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top textbooks in university marketing courses since its publication. According to the Oxford Dictionary of Marketing, McCarthy was a "pivotal figure in the development of marketing thinking". He was also a founder, advisory board member, and consultant for Planned Innovation Institute, which was established to bolster Michigan industry. In 1987, McCarthy received the American Marketing Association's Trailblazer Award, and was voted one of the "top five" leaders in marketing thought by the field's educators.
The following outline is provided as an overview of and topical guide to marketing:
In marketing, a company’s value proposition is the full mix of benefits or economic value which it promises to deliver to the current and future customers who will buy their products and/or services. It is part of a company's overall marketing strategy which differentiates its brand and fully positions it in the market. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.
Modul University Vienna is a private university established in 2007 in Vienna, Austria, that focuses on social and economic development. In particular, it focuses on the areas of tourism, new media information technology, sustainability, business management, and public governance.
Founded in 1961, the Marketing Science Institute (MSI) is a corporate-membership-based organization. MSI claims to be unique as the only research-based organization with a network of marketing academics from business schools all over the world as well as marketing executives from 60+ leading companies.
Product Planning, or product discovery, is the ongoing process of identifying and articulating market requirements that define a product's feature set. It serves as the basis for decision-making about price, distribution and promotion. Product planning is also the means by which companies and businesses can respond to long-term challenges within the business environment, often achieved by managing the product throughout its life cycle using various marketing strategies, including product extensions or improvements, increased distribution, price changes and promotions. It involves understanding the needs and wants of core customer groups so products can target key customer desires and allows a firm to predict how a product will be received within a market upon launch.
Innovation management is a combination of the management of innovation processes, and change management. It refers to product, business process, marketing and organizational innovation. Innovation management is the subject of ISO 56000 series standards being developed by ISO TC 279.
Utpal Dholakia is an Indian American researcher and professor. He is the George R. Brown Professor of Marketing at the Jones Graduate School of Business, Rice University, and the founder of marketing insights consultancy, Empyrean Insights.
Martin Fassnacht is a German economist, professor and director of the Chair of Strategy and Marketing at the WHU – Otto Beisheim School of Managementin Düsseldorf.
Eitan Muller is an Israeli professor of marketing at Stern School of Business at New York University and Arison School of Business at Reichman University. Muller's research focuses on diffusion of innovation, new products and tech, and monetization and pricing.
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