Maik Hammerschmidt

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Maik Hammerschmidt (* 3. March 1973 ) is a German economic scientist and university lecturer . He researches and teaches at the University of Göttingen . He did his doctorate and habilitation at the University of Mannheim at the chair for Marketing II of Hans Bauer. His core area of ​​expertise is marketing controlling , marketing performance measurement, service marketing and social media marketing. Hammerschmidt is the author and editor of several specialist books and numerous articles in academic journals. His works have appeared in the Journal of Marketing , the Journal of the Academy of Marketing Science , the Journal of Business Research and the Journal of Service Research , among others . He also works as a reviewer for renowned specialist journals.

Awards

Hammerschmidt has received numerous awards for his scientific work from the American Marketing Association , the world's leading scientific association in the field of marketing, and the Sheth Foundation.

Selected publications

  • Don't You Dare Push Me: How Persuasive Social Media Tactics Shape Customer Engagement, in: Journal of the Association for Consumer Research , Vol. 3, No. 3, p. 364–378, 2018 (together with W. Weiger and H. Wetzel).
  • Building and leveraging sports brands: Evidence from 50 years of German professional soccer, in: Journal of the Academy of Marketing Science , Vol. 46, No. 4, p. 591–611, 2018 (together with S. Hattula, H. Wetzel and HJ van Heerde).,
  • Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI, in: Journal of the Academy of Marketing Science , Vol. 45, No. 5, p. 677–697, 2017 (together with I. Lenz and H. Wetzel).
  • Channels in the Mirror: An Alignable Model for Assessing Customer Satisfaction in Concurrent Channel Systems, in: Journal of Service Research , Vol. 19, No. 1, p. 88–101, 2016 (together with T. Falk and B. Weijters).
  • Gratitude versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization, in: Journal of Marketing , Vol. 78, No. 2, 2014, p. 1–19 (together with H. Wetzel and AR Zablah).
  • Principles and Principals: Do Customer Stewardship and Agency Control Compete or Complement when Shaping Frontline Employee Behavior ?, in: Journal of Marketing , Vol. 76, No. 6, 2012, p. 1–20 (together with J. Schepers, T. Falk, K. De Ruyter and A. De Jong).
  • Marketing plans - an introduction to the practical application spectrum Akademischer Verlag: Heidelberg, 2008 (ed. Together with HH Bauer).
  • Marketing efficiency: measurement and control with the DEA - concept and use in practice . Munich, Vahlen, 2006 (edited with HH Bauer and M. Staat).
  • Efficiency Analysis in Marketing - An Approach based on Frontier Functions Dissertation, Gabler-Verlag, Wiesbaden, 2006.
  • Marketing Performance: Measure - Analyze - Optimize Gabler-Verlag: Wiesbaden, 2006 (together with HH Bauer and G. Stokburger).

Web links

Individual evidence

  1. ↑ CV and further information
personal data
SURNAME Hammerschmidt, Maik
BRIEF DESCRIPTION German economist and university professor
DATE OF BIRTH March 3, 1973