Prof. Dr. Andrea Giuffredi-Kähr - Marketing in the Digital Economy


Andrea Giuffredi-Kähr and her team are part of the University of Zurich's group of marketing associated professorships:

Prof. Dr. René Algesheimer(Marketing and Market Research)
Prof. Dr. Martin Natter (Marketing)
Prof. em. Dr. Hans Peter Wehrli (Marketing)
Prof. Dr. Anne Scherer (Quantitative Marketing)

Research focus

The research focus lies on how the digitalization transformed the areas of brand management and consumer-brand relationships and the corresponding implications for marketing management