Rainer Elste

Rainer Elste (born September 17, 1970 in Helmstedt ) is a German economist and management consultant .

Life

Elste studied business administration and European Business Administration and Languages at the Leuphana University of Lüneburg and at the Lancashire Business School in Preston / UK . At the chair of Franz-Rudolf Esch at the Justus Liebig University in Giessen , he received his doctorate in the area of ​​consumer behavior. rer. pole. After positions in industry ( Beiersdorf AG ) and leading management consultancies ( Droege & Comp. , Simon, Kucher & Partners ), he became the managing director of a medium-sized company in Madrid . After rejecting an offer from the University of Applied Sciences in Berlin, he accepted a position at the Esslingen University of Applied Sciences in 2013 , where he is Professor of General Business Administration, in particular Marketing & Sales . He is also a visiting professor at ITESM / Technológico de Monterrey / ( Mexico ). In 2014 he founded the Steinbeis Sales and Marketing Institute together with Lars Binckebanck .

Focus of work

From a management perspective, Elste concentrates on issues of sales and marketing with regard to companies in business-to-business . In particular, the critical examination of the digitization of sales and marketing is a current research and publication focus. The results of his work have been published in Harvard Business Manager , the Frankfurter Allgemeine Zeitung (FAZ) and the Springer Gabler publishing house. He is currently writing a column for the online magazine springerprofessional.de on the subject of sales. For his publication in the Marketing Journal Transfer - Werbeforschung & Praxis he received the Best Paper Award 2012 together with A. Kulikov .

Publications (selection)

• with Lars Binckebanck, Digitization in Sales, Springer Gabler, Wiesbaden, 2016, ISBN 978-3658050535
• Brand assessment for unique product properties, Gabler, Wiesbaden, 2009, ISBN 978-3834915870