Marcus Zimmer

Dr. Marcus Zimmer serves as a Lecturer in Marketing at the Zurich University of Applied Sciences (ZHAW), specifically within the School of Management and Law at the Center of Customer Management in Winterthur, Switzerland. His academic position focuses on teaching Marketing at the BSc level, Integrated Customer Management, and Service Marketing & B2B Marketing.

Zimmer's research interests span several critical areas in contemporary marketing: B2B & B2C Customer Relationships, Service Transformation & Servitization, and the "Dark Side" of Customer Management including Dark Patterns. He has established himself as a specialist in understanding how businesses can effectively manage customer relationships across different contexts and industries.

His recent publications demonstrate a strong focus on digital content marketing along the B2B customer journey, business solutions as market signals, and the strategic value of solution business initiatives. Zimmer's work shows a consistent pattern of examining how companies can effectively position themselves in the marketplace through solution-based offerings and customer engagement strategies.

Among his notable achievements is the Outstanding Article Award 2024 from Industrial Marketing Management, recognizing the quality and impact of his research. His scholarly contributions have appeared in prestigious journals including Industrial Marketing Management, International Journal of Operations & Production Management, and Marketing Review St. Gallen.

Zimmer actively leads and participates in research projects including Consumer Perceptions of Dark Patterns (as project leader), SONEVA (as co-project leader), and Large Language Models as a Service in Marketing. These projects reflect his commitment to bridging academic research with practical business applications in customer management and marketing strategy.