معرفی
Prof. Dr. rer. oec. Volker Trommsdorff is a Professor in the Faculty VIII Economics and Management at the Technical University of Berlin, with a focus on Marketing. He holds the Chair of Marketing and is affiliated with the Institute of Business Administration. His research spans consumer behavior, market research methodologies, innovation marketing, and international business strategies.
Research Interests: Trommsdorff's work emphasizes consumer psychology, advertising effectiveness, and retail analytics. He explores innovation management in SMEs, image analysis for competitive strategy, and joint ventures in China and Eastern Europe. His expertise includes product positioning, brand valuation, and multimedia advertising.
Recent Articles: His publications from 1989–2001 address advertising creativity, market entry strategies in China, and innovation frameworks. These works integrate market research, international collaborations, and retail success factors.
Students: Trommsdorff has advised numerous dissertations, including studies on consumer satisfaction, segment-specific advertising, and computer-integrated marketing.
Labs & Teams: He leads the Chair of Marketing at TU Berlin and has contributed to projects like the Innovation Management Pilot Project for SMEs and Joint Ventures in Eastern Europe analyses.
