Dr. Marcus Zimmer

Work at ZHAW

Position

Lecturer in Marketing

Focus

• B2B & B2C Customer Relationships
• Service Transformation & Servitization
• The "Dark Side" of Customer Management, Dark Patterns

Teaching

• Marketing (BSc.)
• Integrated Customer Management
• Service Marketing & B2B Marketing

Education and Continuing education

Continuing Education

CAS Higher & Professional Education
ZHAW
08 / 2022

Network

Awards

Outstanding Article Award 2024
Industrial Marketing Management
03 / 2025

Social media

LinkedIn

Projects

• Large Language Models aaS in Marketing / Team member / abgeschlossen
• Consumer Perceptions of Dark Patterns / Project leader / abgeschlossen
• SONEVA / Co-project leader / abgeschlossen

Publications

• Salonen, Anna; Mero, Joel; Munnukka, Juha; Zimmer, Marcus; Karjaluoto, Heikki,

  2024.

  Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement.

  Industrial Marketing Management.

  2024(118), pp. 12-26.

  Available from: https://doi.org/10.1016/j.indmarman.2024.02.002

• Zimmer, Marcus; v. Wangenheim, Florian; Salonen, Anna,

  2022.

  Kundenlösungen als Signale : warum Unternehmen am Lösungsgeschäft festhalten sollten, auch wenn es nicht profitabel ist.

  Marketing Review St. Gallen.

  39(03), pp. 22-28.

• Salonen, Anna; Zimmer, Marcus; Keränen, Joona,

  2021.

  Theory development in servitization through the application of fsQCA and experiments.

  International Journal of Operations & Production Management.

  41(5), pp. 746-769.

  Available from: https://doi.org/10.1108/IJOPM-08-2020-0537

• Zimmer, Marcus; Salonen, Anna; v. Wangenheim, Florian,

  2020.

  Business solutions as market signals that facilitate product sales.

  Industrial Marketing Management.

  91, pp. 30-40.

  Available from: https://doi.org/10.1016/j.indmarman.2020.07.014

• Heierli, Reto; Hannich, Frank; Zimmer, Marcus; Zumstein, Darius; Oehninger, Fabian; Kaya, Tania; Oswald, Carmen; Rettenmund, Michèle,

  2022.

  Customer Management Studie 2022 : Trends, Daten und Nachhaltigkeit.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2436

• Zimmer, Marcus; Salonen, Anna; von Wangenheim, Florian,

  2018.

  Business solutions as signals.

  In:

  Institute for the Study of Business Markets (ISBM) Academic Conference 2018, Cambridge, Massachusetts, 8-9 August 2018.

• Zimmer, Marcus; Salonen, Anna; Wangenheim, Florian,

  2016.

  Strategic value of solution business initiatives.

  In:

  Institute for the Study of Business Markets (ISBM) Academic Conference 2016 : Advances in Business-to-Business Marketing, Atlanta (USA), 3-4 August 2016.

• Grohmann, Marcella; Zimmer, Marcus; von Wangenheim, Florian; Ulaga, Wolfgang,

  2016.

  How to move services from free to fee without jeopardizing the customer relationship : the role of pricing schemes, service level, and communication strategies.

  In:

  Institute for the Study of Business Markets Biennial Academic Conference 2016, Atlanta, Georgia, USA , 3-4 August 2016.

Publications before appointment at the ZHAW

Schumann, J., Wünderlich N. & Zimmer, M.(2012): Culture's Impact on Customer Motivation to Engage in Professional Service Enactments. Schmalenbach Business Review, 64 (April), 141-165.

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