Prof. Dr. Goetz Greve | HSBA

Prof. Dr. Goetz Greve

Kurzprofil

Goetz Greve ist seit 2007 Professor für Allgemeine Betriebswirtschaftslehre, insbesondere Marketing und Vertrieb, sowie Vizepräsident für Forschung und Internationales seit 2012.

Professor Greve studierte Betriebswirtschaftslehre an der Christian-Albrechts-Universität zu Kiel und wurde am Lehrstuhl für Innovation, Neue Medien und Marketing von Prof. Dr. Dr. h. c. Sönke Albers promoviert. Vor seiner Berufung an die HSBA arbeitete er als Consultant bei der Unternehmensberatung Accenture.

Professor Greves Forschungsinteressen konzentrieren sich auf Themen in den Bereichen Customer Relationship Management, Vertriebsmanagement und Online Marketing. Zu diesen Bereichen veröffentlichte Professor Greve drei Bücher sowie zahlreiche Aufsätze in referierten internationalen Fachzeitschriften wie dem International Journal of Research in Marketing und dem Marketing Review St. Gallen. Darüber hinaus ist Professor Greve als Gutachter wissenschaftlicher Zeitschriften tätig, seit 2011 Mitglied im Editorial Board des International Journal of Marketing Studies und seit 2013 Mitglied im Editorial Board des International Journal of Internet Advertising and Marketing. Seit 2018 engagiert sich Prof. Greve in der Charta digitale Vernetzung zu gesellschaftlichen Themen der Digitalisierung in Deutschland.

Lehrveranstaltungen

  • Relationship Management
  • Grundlagen des Vertriebs
  • Kundenmanagement
  • Marketing I und II
  • Marketing Performance Management
  • Unternehmensführung I

Forschungsschwerpunkte

  • Customer Relationship Management
  • Vertriebsmanagement
  • Online Marketing

Doktoranden

Publikationen

Zeitschriftenartikel (referiert)

Greve, Goetz. 2016. "Kontrolle von Online-Marketing-Aktivitäten. Nutzung von Attributionsmodellen für das Marketing-Controlling." WiSt - Wirtschaftswissenschaftliches Studium  45 (1): 16-21.

Greve, Goetz. 2014. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Procedia - Social and Behavioral Sciences  148: 203-210.

Greve, Goetz. 2014. "Different or alike? Comparing computer-based and paper-based card sorting." International Journal on Strategic Innovative Marketing  1 (1): 1-10.

Greve, Goetz. 2014. "The moderating effects of service and ambience on customer satisfaction in a fast-casual restaurant: a German case study." International Journal of Hospitality and Event Management  1 (2): 147-163.

Greve, Goetz. 2012. "Momente der Wahrheit managen - Anwendung des Net Promoter Score." Business + Innovation  2012 (3): 34-41.

Greve, Goetz. 2011. "Social CRM: Beziehungsmanagement mit Social Media." Marketing Review St. Gallen  28 (5): 16-21.

Becker, Jan U., Goetz Greve, and Sönke Albers. 2010. "Left behind expectations. How to prevent CRM implementations from failing." GfK Marketing Intelligence Review  2 (2): 35-41.

Becker, Jan U., Goetz Greve, and Sönke Albers. 2009. "The Impact of Technological and Organizational Implementation of CRM on Customer Acquisition, Maintenance, and Retention." International Journal of Research In Marketing  26 (3): 207-215.

Monografien und Herausgeberschaften

Greve, Goetz, ed.. 2015. Special Issue on Social Media and Mobile Marketing Innovations, International Journal of Internet Marketing and Advertising. 9(1). Genf: Inderscience Enterprises.

Bauer, Christoph, Goetz Greve and Gregor Hopf (Eds). 2011. Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele. Wiesbaden: Gabler/ Springer.

Greve, Goetz, and Elke Benning-Rohnke. 2010. Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score® in der Praxis. Wiesbaden: Gabler Verlag.

Greve, Goetz. 2006. Erfolgsfaktoren von Customer-Relationship-Management-Implementierungen. Wiesbaden: Deutscher Universitäts-Verlag GWV Fachverlage GmbH.

Zeitschriftenartikel (Nicht referiert)

Greve, Goetz. 2014. "Die Nutzung von Big Data für das Social CRM. Voraussetzungen und Herausforderungen." ERP Management  2014 (2): 25-27.

Wilms, Jan. 2011. "Die Wüste lebt (Mit Beiträgen von Goetz Greve)." BQB  (8): 9-12.

Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Utermöhl. 2010. "(Vor)Bild Verkäufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal  2010: 18-21.

Artikel in Sammelband

Greve, Goetz and Andrea Schlüschen. 2018. "From Customer Relationship Management to Influencer Relationship Management." In Diverse Methods in Customer Relationship Marketing and Management, ed. by In Lee, . Hershey, Pennsylvania: IGI Press.

Greve, Goetz. 2017. "Social media performance measurement." In Information Resources Management Association. Decision Management: Concepts, Methodologies, Tools, and Applications, ed. by IGI Press, 360-381. Hershey, Pennsylvania.

Greve, Goetz. 2016. "Social Media Brand Management." In Encyclopedia of E-Commerce Development, Implementation, and Management, ed. by Lee, I., 2109-2120. Hershey: PA.

Greve, Goetz. 2015. "Social media performance measurement." In Trends and Innovations in Marketing Information Systems, ed. by Tsiakis, T, 215-237. Hershey: PA.

Greve, Goetz. 2013. "Using social network data to identify key influencers for Social CRM activities." In Organizations and Social Networking: Utilizing Social CRM to Engage Consumers, ed. by Li, E.Y., S. Evans, C. Loh, und F. Lorenzi, 256-272. Hershey: PA.

Greve, Goetz, and Oliver Klante. 2011. "Markenerosion - Implikationen für Markenführung und Kundenmanagement." In Innovative Markenführung und -implementierung, ed. by Bald, T. und F. Keuper, 105-124. Berlin.

Greve, Goetz. 2011. "Momente der Wahrheit managen." In Customer Management. Vertriebs- und Servicekonzepte der Zukunft, ed. by Keuper, F. and R. Mehl, 315-332. Berlin.

Greve, Goetz. 2011. "Social CRM: Zielgruppenorientiertes Kundenmanagement mit Social Media." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf and Goetz Greve, 261-285. Wiesbaden: Gabler / Springer.

Reisig, Dominik, Franziska Runge, and Goetz Greve. 2011. "Targeting mit InVideo Advertising." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf und Goetz Greve, 243-260. Wiesbaden: Gabler / Springer.

Greve, Goetz. 2010. "Die Anwendung des Net Promoter® Score in der Praxis: Ergebnisse einer empirischen Untersuchung." In Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 197-218. Wiesbaden.

Greve, Goetz. 2010. "Kundenorientierte Unternehmensführung als Managementherausforderung." In Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score® in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 3-32. Wiesbaden.

Albers, Sönke, and Goetz Greve. 2005. "Kundenwertprognose." In Prognoserechnung, ed. by Mertens, P. und S. Rässler, 431-438. Heidelberg: Physica-Verlag.

Konferenzbeiträge

Weretecki, Patrick, Greve, Goetz and Jörg Henseler. 2018. "Salespersons’ missing perspective on Customer participation behavior in value co-creation: an exploratory study." Proceedings of the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.

Schlüschen, Andrea, Greve, Goetz and Fantapie-Altobelli, Claudia . 2016. "Effects of branded celebrity posts on customer engagement in social media." „Marketing in the Age of Data“, Proceedings of the EMAC Conference, Oslo, 24/27.05.2016.

Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Proceedings of the 9th SIMSR Global Marketing Conference.

Greve, Goetz, and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, Lisbon, May, 22nd - 25th.

Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Proceedings of the Global Marketing Conference, Seoul, Republic of Korea.

Greve, Goetz and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." In Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, . Lissabon: 22/25.05.2012.

Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Proceedings of QUIS 12 - The 12th International Research Symposium on Service Excellence in Management (QUIS 12).

Greve, Goetz and Daniela Wahner . 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." IEEE World Congress on Engineering and Technology (CET), October, 28th – November, 2nd, Shanghai, China.

Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Proceedings of the 39th EMAC Conference, Copenhagen, 01.-04. Juni 2010.

Greve, Goetz, and Sönke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Proceedings of the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, ed. by Sprague, Ralph H., Alamitos, Ca: IEEE Computer Society Press.

Greve, Goetz, and Sönke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Proceedings of the IFSAM VIIIth World Congress, Berlin, 08.-10. Juli 2006.

Greve, Goetz, and Sönke Albers. 2005. "Technology Usage in Customer Relationship Management - An Examination of Performance Impacts." Proceedings of the 2005 International Workshop on Customer Relationship Management: Data Mining meets Marketing, New York.

Präsentationen auf Konferenzen

Weretecki, Patrick, Goetz Greve and Jörg Henseler.. 2018. "Salespersons’ missing perspective on customer participation behavior in value co-creation: An exploratory study." Presentation held at the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.

Schlüschen, Andrea, Goetz Greve and Claudia Fantapie-Altobelli. 2017. "Effects of branded celebrity posts on customer engagement in social media." Presentation held at the 39th ISMS Marketing Science Conference, Los Angeles, June, 7th - 10th.

Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Presentation held at the 9th SIMSR Global Marketing Conference, Januar, 6th – 8th, Mumbai, India.

Greve, Goetz, and Katrin Hinkelmann. 2013. "The moderating effect of customer engagement on the brand image - brand equity relationship." Presentation held at the 35th ISMS Marketing Science Conference, 11.-13. July 2013, Istanbul, Turkey .

Greve, Goetz. 2013. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Presentation held at the 2nd International Conference on Strategic Innovative Marketing, 13.-17. September, Prague, Czech Republic.

Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Presentation held at the Global Marketing Conference, Seoul, Republic of Korea.

Veres, Z., L. Sajtos, and Goetz Greve. 2012. "The role of presumed capabilities in influencing actors’ risk perception in different project industries." Presentation held at the 28th IMP Conference, 13-15 September 2012, Università Cattolica del Sacro Cuore, Rome, Italy.

Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Presentation held at the 12th International Research Symposium on Service Excellence in Management (QUIS 12), June, 2 th – 5th, Cornell University, Ithaca, USA.

Wahner, Daniela, and Goetz Greve. 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." Presentation held at the Proceedings of the 2011 IEEE World Congress on Engineering and Technology (CET), October, 28th – November, 2nd, Shanghai, China.

Greve, Goetz, and Ken Nagayama. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting." Presentation held at the INFORMS Marketing Science Conference, 17-19. Juni 2010.

Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Presentation held at the 39th EMAC Conference, June, 1st – 4th, Copenhagen, Denmark.

Greve, Goetz, and Sönke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Presentation held at the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, IEEE Computer Society Press.

Greve, Goetz, and Sönke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Presentation held at the IFSAM VIIIth World Congress, 08.-10. Juli 2006.

Greve, Goetz, and Sönke Albers. 2005. "Customer Relationship Management and the Customer Lifecycle - Measurement and Performance Outcomes." Presentation held at the Rejuvenation marketing: contamination, innovation, integration.

Sonstige Veröffentlichungen

Greve, Goetz. 2011. "Implementierung von CRM bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz, and Dinh Thon. 2009. "Kundenrückgewinnung im Privatkundengeschäft von Banken." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2007. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2005. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2003. "Probleme und Lösungsmöglichkeiten bei der Implementierung von CRM-Systemen in der Finanzdienstleistungsbranche." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Andere Aktivitäten

Greve, Goetz. 2010. "CRM: Customer Satisfaction 1 - Session Chair." INFORMS Marketing Science Conference, June 17th – 20th.

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