Roland Mattmüller

Roland Mattmüller (born March 22, 1961 in Lauingen ) is a German economist. He is a professor and university lecturer at the EBS University of Economics and Law in Oestrich-Winkel . Here he holds the chair for general business administration, in particular strategic marketing, and is head of the marketing department (Head of).

Life

Mattmüller began his scientific career at the University of Augsburg . After studying business administration with a degree in economics, he received his doctorate in 1990 and his habilitation in 1996 with Paul W. Meyer at the Faculty of Economics and Social Sciences.

Before he was appointed to EBS Universität und Wirtschaft in October 1995, Mattmüller held substitute professorships for marketing at the Technical University of Munich-Weihenstephan and the Ernst-Moritz-Arndt University of Greifswald between 1992 and 1995 . From 1995 to 1996 he held the chair for business administration, in particular marketing and trade, at the European Business School.

In addition to his current position as holder of the chair for general business administration, in particular strategic marketing, Mattmüller is also Head of the Marketing Department, Academic Director of the Market Management Institute (MMI), Managing Partner of GMT Management Academy GmbH, and founder and director of the institute for marketing management and research (IMMF eV). As Academic Director and founding member, he is also involved in the brand's Academy, the training program for branding and sales manager of the brand association in cooperation with the EBS Business School, since the first day.

Mattmüller is also Professor of Marketing at the German-Chinese University College at Tongji University in Shanghai (China), external scientific advisor in the Economic Committee of the Baden-Württemberg Cooperative State University and for many years as a management advisor for a large number of well-known companies and coaches working for executives. From 1998 to 2010 he had a teaching position for marketing at the Württemberg Administration and Business Academy (VWA) in Stuttgart .

Mattmüller's teaching and research focus is in the areas of process-oriented marketing (IPM), corporate and business field strategies, trade marketing, ingredient branding, service marketing and legal restrictions on marketing. His most important works include the integrative processual marketing approach (IPM) as well as the explanations on strategic retail marketing , which he wrote in 2004 together with Prof. Dr. Ralph Tunder published.

The integrative-procedural marketing approach (IPM) according to Mattmüller

The core idea of ​​this approach emphasizes on the one hand the interrelationship of all strategic stakeholder groups (“integrative”) of a company and their diverse interrelationships. These require a stronger holistic view of marketing, which thus assumes a central cross-sectional function in the company and ensures that all relevant internal and external target groups are taken into account. In terms of this integration task, marketing is to be understood as a fundamental management and corporate maxim.

On the other hand, the procedural understanding emphasizes the consistency of all marketing-relevant decisions (“procedural”) in the ongoing marketing process. This marketing perspective also includes dealing with organizational issues, for example the interface problems between marketing and sales or the role of marketing departments in companies. Marketing is therefore not only understood as an instrument, but also, in particular, as market-oriented thinking and acting. It is both a management philosophy and an overarching corporate function. Thus, the IPM represents an essential basis for modern discussions regarding touchpoint analyzes and the customer journey .

Fonts

• (as ed.): Change of perspective in employer branding - New approaches for Generation Y and Z. Springer Gabler, Wiesbaden 2015.
• Integrative procedural marketing. Springer Gabler, Wiesbaden 2012, 4th, revised. and exp. Ed.
• (with M. Bernd Michael, Ralph Tunder): Ingredient branding creates value. Oldenbourg, Munich 2009.
• Mail order marketing. German Fachverlag., Frankfurt 2009, 2nd, completely revised. and exp. Ed.
• (with Ralph Tunder): Strategic retail marketing. Vahlen, Munich 2004.
• Marketing strategies for retail and government restrictions: segmentation of business areas, growth options and legal framework. FGM-Verlag, Munich 1997.
• (with Ralph Tunder): On the theoretical basis of marketing science: the linking of the new institutional economics with the integrative-procedural marketing approach. IMMF at EBS, Oestrich-Winkel 1997.
• Marketing forecasts for trade. FGM-Verlag, Augsburg 1992, 2nd, revised. Ed.

Web links

• Literature by and about Roland Mattmüller in the catalog of the German National Library
• Works by and about Roland Mattmüller in the German Digital Library
• Website of the Chair of Strategic Marketing