Die Immobilienhochschule

Veröffentlichungen von Prof. Dr. Marco Schwenke

2022

Schwenke, M., Haupt, M; Rosenow, M.
„Technik als Substitut des persönlichen Verkaufs im stationären Handel: Konsequenzen eines digitalen Beratungsangebots für das Kundenbedürfnis nach persönlicher Beratung“
Westphal, J.; Görne, J.; Schmitz, C. (Hrsg.): Sales Enablement als Fundament des Vertriebserfolgs, Wiesbaden: Springer Gabler, S. 135-144

2020

Schwenke, M., and Kevin Saadawy
Video Game Advertising as Part of the Game: The Trailer’s Information Load as a Critical Factor for Emotional Value and Customer Behaviors
Global Marketing Conference, Seoul, Republic of Korea, DOI: https://doi.org/10.15444/GMC2020.11.04.02
Schwenke, M., Johannes Habel, Sascha Alavi, and Christian Schmitz
Give the Customer an Inch and Prepare for Giving a Mile: The Effect of Salesperson’s Customer Orientation on Customers’ Negotiation Aspirations
AMA Winter Academic Conference, San Diego, California, USA.
Schwenke, M., Sascha Alavi, Johannes Habel, and Christian Schmitz
Price Negotiating for Services: Elucidating the Ambivalent Effects on Customers’ Negotiation Aspirations
Journal of the Academy of Marketing Sciences, 48 (2), 165–185, DOI: https://doi.org/10.1007/s11747-019-00676-4

2019

Schwenke, M., Johannes Habel, Sascha Alavi, and Christian Schmitz
When Risk Rules Price Negotiations: The Effects of Goods versus Services on Customers in Personal Selling
EMAC 48th Annual Conference, Hamburg, Germany.
Schwenke, M., Johannes Habel, Sascha Alavi, and Christian Schmitz
Goods versus Services in Price Negotiations: An Examination of Customers’ Psychological and Behavioral Responses
AMA Winter Academic Conference, Austin, Texas, USA.

2016

Schwenke, M., Jan Wieseke, Johannes Habel, and Sascha Alavi
The Customer Is King of the Price Negotiation: When Customer Orientation Harms Price Enforcement in Personal Selling
AMA Winter Academic Conference, Las Vegas, Nevada, USA.