Fields of research of the Institute of Marketing
Prof. Dr. Lutz
Hildebrandt:
- Marketing Mix Management
- Methods of Marketing Research
- International Marketing
- Quantitative analysis of key success factors
Current research projects:
- Structural equation models in Marketing Research
- Strategic success factors and the resource-based approach
- quantitative analysis of competitive relations between brands
- success factors of market entry strategies
Research projects within the collaborative research center SFB 649
- Evaluation of brands and brand strategies
