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Prof. Dr. Maik Eisenbeiß

Digital Marketing

Contact:

 

Max-von-Laue-Straße 1
28359 Bremen
WIWI 2 Building, Room F3380

Telefon: +49 (0)421 218-66741
eisenbeissprotect me ?!uni-bremenprotect me ?!.de

 

About

Prof. Dr. Maik Eisenbeiß has been Professor of Marketing at the University of Bremen since 2014. He is director of the markstones Institute of Marketing, Branding & Technology and head of the working group "Digital Marketing".

After completing his doctorate at the Marketing Center of the Westfälische Wilhelms-Universität Münster under Prof. Dr. Dr. h.c., he worked at the Marketing Center of the University of Münster. Klaus Backhaus, he first worked as a junior professor for marketing and commerce at the University of Cologne before he was finally appointed to Bremen. In addition, he was called to succeed Prof. Dr. Dr. h.c. mult. Manfred Bruhn to the University of Basel (Switzerland) and to chairs at Lancaster University (United Kingdom) and Zeppelin University. He was also a visiting professor at the Vienna University of Economics and Business Administration (Austria) and at Koc University (Turkey).

In his research, Maik Eisenbeiß deals with issues of digital marketing, in particular in connection with the management of customer relationships and the control of sales and communication channels. His work has been published in renowned international journals, including Marketing Science, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Service Research. He is also an expert for the German Research Foundation (DFG) and together with Prof. Dr. Dr. h.c. mult. Heribert Meffert, Prof. Dr. Christoph Burmann and Prof. Dr. Manfred Kirchgeorg Author of the standard work "Marketing - Grundlagen marktientierter Unternehmensführung" (Marketing - Fundamentals of Market-Oriented Management), now published in its 13th edition.

In addition to his work at the University of Bremen, Maik Eisenbeiß is a co-partner of fourmula GmbH, a Cologne-based company specializing in marketing consulting and training.

Publications

Eisenbeiss, Maik and Alexander Bleier (2017): Lieber nicht zu persönlich werden, Harvard Business Manager, February 2017, 12–13.

Bleier, Alexander and Maik Eisenbeiss (2015): Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Marketing Science, 34 (3), 669–688.

Bleier, Alexander and Maik Eisenbeiss (2015): The Importance of Trust for Personalized Online Advertising, Journal of Retailing, 91 (3), 390–409.

Eisenbeiss, Maik, Robert Wilken, Bernd Skiera and Markus Cornelissen (2015): What Makes Deal-of-the-Day Promotions Really Effective? The Interplay of Discount and Time Constraint with Product Type, International Journal of Research in Marketing, 32 (4), 387–397.

Reinartz, Werner and Maik Eisenbeiss (2015): Managing Customer Loyalty to Maximize Customer Equity, in: Handbook of Research on Customer Equity in Marketing, V. Kumar and Denish Shah (eds.), Cheltenham, Edward Elgar Publishing Ltd.

Dost, Florian, Robert Wilken, Maik Eisenbeiss and Bernd Skiera (2014): On the Edge of Buying – A Targeting Approach Based on Consumers' Willingness-to-pay Ranges. Journal of Retailing, 9 (3), 393–407.

Eisenbeiss, Maik, Markus Cornelissen, Klaus Backhaus and Wayne D. Hoyer(2014): Nonlinear and asymmetric returns on customer satisfaction: do they vary across situations and consumers? Journal of the Academy of Marketing Science, 42 (3), 242–263.

Eisenbeiss, Maik and Alexander Bleier (2013): Customer-Relationship-Management, in: Handbuch Handel, J. Zentes, B. Swoboda, D. Morschett, and H. Schramm-Klein (eds.), 2. Auflage, Wiesbaden, Gabler.

Eisenbeiss, Maik, Boris Blechschmidt, Klaus Backhaus and Alexander Freund(2012): The (Real) World Is Not Enough: Motivational Drivers and User Behavior in Virtual Worlds, Journal of Interactive Marketing, 26 (1), 4–20.

Vieth, Matthias and Maik Eisenbeiss (2011): Die Geld-zurück-Garantie – Mehr als nur ein Qualitätsindikator?, Zeitschrift für Betriebswirtschaft, 81 (12), 1285–1323.

Bijmolt, Tammo H.A., Peter S.H. Leeflang, Frank Block, Maik Eisenbeiss, Bruce G.S. Hardie, Aurélie Lemmens and Peter Saffert (2010): Analytics for Customer Engagement, Journal of Service Research, 13 (3), 341–356.

Backhaus, Klaus, Maik Eisenbeiss and Matthias Koch (2009): Die optimale Organisationsform für das Auslandsgeschäft, Marketing Review St. Gallen, 2009 (3), 34–39.

Eisenbeiss, Maik and Maurice Eschweiler (2009): Generalisierte kanonische Zentroid-Plots – Ein Ansatz zur grafischen Erweiterung der MANOVA am Beispiel externer Referenzpreise, Marketing ZFP, 31 (1), 25–42.

Backhaus, Klaus, Maik Eisenbeiss and Elin Grotkopp (2009): Die Vernetzung der betriebswirtschaftlichen Forschung – Strukturen und Entwicklungen, in: Distribution und Handel in Theorie und Praxis, H. Schröder, R. Olbrich, P. Kenning, and H. Evanschitzky (eds.), Wiesbaden, Gabler.

Eisenbeiss, Maik (2008): Unsicherheit bei dependenzanalytischen Untersuchungen – Ausgewählte Problemfelder und Lösungsansätze am Beispiel betriebswirtschaftlicher Fragestellungen, Dissertation, University of Münster.

Backhaus, Klaus, Oliver Beideck and Maik Eisenbeiss (2008): Kundenzufriedenheit – Eine Metaanalyse, Working Paper No. 47, Working Paper Series of the Institute of Business-to-Business Marketing, Marketing Center Münster.

Eisenbeiss, Maik, Göran Kauermann and Willi Semmler (2007): Estimating Beta-Coefficients of German Stock Data: A Non-Parametric Approach, The European Journal of Finance, Vol. 13 (6), 503–522.

Backhaus, Klaus, Boris Blechschmidt, and Maik Eisenbeiss (2006): Der Stichprobeneinfluss bei Kausalanalysen, Die Betriebswirtschaft, 66 (6), 711–726.