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International Graduate School in
Sociology IGSS
Faculty of Sociology, Bielefeld University, Germany
The subject of research of this PhD project is the paradigm shift from transactional to relational marketing implemented on mature, saturated, and highly competitive Western product markets in the 1970-80s. Cognitions, instruments, and structures of customer relationship management (CRM) are introduced in economic terms and afterwards deduced from sociological systems theory. The contribution of this work is conceptual. Historical changes in the forms of economic exchange are shown as developmental line from diffusion over differentiation to reintegration. In the dissertation, this three-phase sequence of development is described in detail by the emergence of direct marketing, dialogue marketing, and retention marketing, rudimentarily also by the emergence of interaction marketing, network marketing, participative structures of formal organisation, employee orientation, customer orientation, individualised benefit, and local self-regulation. Interrelation of semantics/communication medium/type of a social system/societal structure/technology, relationship marketing Since autumn 2003 doctoral thesis Diffusion-Differentiation-ReEntry: Exemplifying a sequence of development by the paradigm shift from transactional to relational marketing; under the postgraduate school programme of the International Graduate School in Sociology (Faculty of Sociology, University of Bielefeld) studies at the Faculty of Sociology, University of Bielefeld and at the Marketing Centrum Münster, Faculty of Economics, University of Münster (Westphalia), Germany 1995/4 - 2002/5 study of sociology and economics at the University of Bielefeld with emphases in sociology on systems theory, formal organisation, network, and world society and additional classes in economics on policy of the federal bank, foreign-trade policy, marketing planning, and international management; diploma thesis Multinational enterprise in systems theory; diploma in sociology 1999/10 - 2000/9 programme of the University of Bielefeld for students of the humanities which consisted of business administration, marketing, commercial law, and multimedia; graduation 1999 profit centre at the Institute for Innovation Transfer at the University of Bielefeld and until 2003 seminars on setting up business 1994/9 - 1995/12 correspondence course in marketing and market research focussing on product policy, pricing, distribution, and promotion, consumer psychology, and empirical research; diploma 1992 Hampstead School of English in London,
UK and 1990-91 senior year at the McQueen High School in Reno, Nevada, USA; high school graduation Internships at a market research institution and three publishing houses, all concerned with market research and marketing for magazines and professional journals; working experience in market research, in particular milieu research and research on the impact of advertising; practical experience in direct marketing (direct mail), trend research of city marketing, writing in marketing, and advertising text 2002/9
- 2003/2 Graduate Assistant in writing of an outline of 14 projects under the supervision of Professor Rudolf Stichweh at the Institute for World Society Studies, Faculty of Sociology, University of Bielefeld Last modified 09-01-2010 by Sofie Hansen |