Christof Backhaus

Prof. Dr. Christof Backhaus serves as Professor at Braunschweig University of Technology within the Carl-Friedrich-Gauß-Faculty's Institute of Marketing. His academic position reflects significant expertise and contribution to the field of marketing theory and practice.

His research program centers on relationship marketing, innovation management, sustainability marketing, brand management, sponsoring, and franchising. These interconnected areas demonstrate his focus on contemporary marketing challenges, with particular emphasis on sustainable business approaches, strategic brand development, and innovative marketing frameworks that address modern consumer and business needs. His work bridges theoretical foundations with practical applications across multiple marketing domains.

Professor Backhaus maintains an active presence at the university with consultation hours available by appointment from his office in Room 207 on the 2nd floor of the Institute of Marketing building. His research interests reflect current critical directions in marketing scholarship, particularly the integration of sustainability principles into marketing strategy and practice.