Münster, Germany

Institute of Business-to-Business Marketing

ERCIS Headquarters

The Institute of Business-to-Business Marketing (IAS) is part of the ERCIS Headquarters located in Münster and represents the first senior professorship under the roof of the Marketing Center Münster (MCM).

Business-to-Business Marketing is traditionally the main research area of the IAS. In addition, the research program is continuously expanded to other interesting and current areas of research, such as the emergence of dominant designs and service marketing. Parts of the research program are realized with the help of associates from research and industry.

The IAS has recently started to extend scenario analysis techniques in a research project together with the University Hospital Muenster and the Institute of Public Auditors in Germany.

Beyond high-quality research, the IAS has always defined itself through outstanding educational efforts. We maintain close ties with partners from a variety of industries and academic institutions all over the world to offer our marketing students compelling lectures and extraordinary seminars.

This winter semester the IAS offers a course on industrial marketing for master students in Münster. Additionally, professor Backhaus is mainly responsible for the development of the curriculum for the Bachelor program in Business Administration for the Turkish-German University in Istanbul. Following the finalization of the curriculum he took over the responsibility of organizing the flying faculty from Germany in 2012 with the enrollment of the first students and has continued to offer a variety of courses since then.

Institute of Business-to-Business Marketing is ERCIS member since 2004.

Research Topics

Industrial Marketing; Customer Preferences; Sharing Economy Models; Standardisation Processes; Scenario Analysis; Project Finance; Multivariate Analysis

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