Our publications

A selected list of the mIMP RG team's publications:

Forthcoming

· Tóth, Zs., Thiesbrummel, C., Henneberg, S. C., Naudé, P., “Understanding Configurations of Relational Attractiveness of the Customer Firm using fuzzy set QCA”, Accepted for publication in Journal of Business Research

· Thornton, S., Henneberg, S. C., Naudé, P. “Conceptualization and Validation of Organizational Networking as a Second-Order Formative Construct”, Accepted for publication in Industrial Marketing Management

· Abosag, I., Naudé, P., “The Development of Special Forms of B2B Relationships in Eastern Cultures: Examining the Role of Interpersonal Liking in Developing Guanxi and Et-Moone Relationships”, Accepted for publication in Industrial Marketing Management

· Human, G., Naudé, P., ”Heterogeneity in the Quality – Satisfaction – Loyalty Framework: A Multi-Group Analysis in a Business-to-Business Network”, Accepted for publication in Industrial Marketing Management

· Naudé, P., G. Zaefarian, Z. Najafi-Tavani, S. Neghabi, R. Zaefarian, “The Influence of Network Effects on SME Performance”, Accepted for publication in Industrial Marketing Management

 

2014

· Raddats, C. O., and Burton, J. (2014), “Creating multi-vendor solutions: the resources and capabilities required.” Journal of Business & Industrial Marketing, 29(2), 132-142.

· Zolkiewski, J. (2014) 'Buying Centre' in Wiley Encyclopedia of Management, 2014, 3rd edition, Cary Cooper and the Volume Editors of Volume 9 Marketing, Nick Lee and Andrew Farrell.

· Zolkiewski, J. (2014) 'Customer Portfolios' in Wiley Encyclopedia of Management, 2014, 3rd edition, Cary Cooper and the Volume Editors of Volume 9 Marketing, Nick Lee and Andrew Farrell.

· Zolkiewski, J. (2014) 'Network' in Wiley Encyclopedia of Management, 2014, 3rd edition, Cary Cooper and the Volume Editors of Volume 9 Marketing, Nick Lee and Andrew Farrell.

· Zolkiewski, J. (2014) 'Case Study' in Wiley Encyclopedia of Management, 2014, 3rd edition, Cary Cooper and the Volume Editors of Volume 9 Marketing, Nick Lee and Andrew Farrell.

· Zolkiewski, J. & Hopkinson, G. (2014) 'Organizational Buying Behaviour' in Wiley Encyclopedia of Management, 2014, 3rd edition, Cary Cooper and the Volume Editors of Volume 9 Marketing, Nick Lee and Andrew Farrell.

 

2013

· Henneberg, S.C., Gruber, T., Naudé, P. "Services Networks: Concept and Research Agenda." Industrial Marketing Management 42(2013): 3-8.

· Jiang, Z., Shiu, E., Henneberg, S.C. & Naudé, P.. "Operationalizing trust, reliance, and dependence in business relationships." Journal of Business-to-Business Marketing, 20(2013): 193-225

· Ramos, C., Roseira, C., Brito, C., Henneberg, S. C., Naudé, P. “Business service networks and their process of emergence: The case of the Health Cluster Portugal.” Industrial Marketing Management, 42: 950-968

· Thornton, S., Henneberg, S. C., Naudé, P. “Understanding types of organizational networking behaviors in the UK manufacturing sector.” Industrial Marketing Management, 42 (7): 1154-1166

· Zaefarian, G., Henneberg, S. C., Naudé, P. “Assessing strategic fit between business strategies in knowledge-intensive business services." Industrial Marketing Management, 42: 260-272

 

2012

· Abrahamsen, M. H., Henneberg, S. C., Naudé, P., "Sensemaking in Business Networks: Introducing Dottograms to Analyse Network Changes." Industrial Marketing Management, 41(6), 1035-1046

· Abrahamsen, M., Henneberg, S. C., Naudé, P., "Using Actor's Perceptions of Network Roles and Positions to Understand Network Dynamics." Industrial Marketing Management 41(3)

· Barber K.D., Beach, R. and Zolkiewski, J., "Environmental Sustainability: a Value Cycle Research Agenda", Production Planning and Control, 23(2-3), 105-119.

· Cantù C., Corsaro D., "Exploring the process of collaborative entrepreneurship in Science and Technology Parks." IMP Journal(2012), 5(1), 10-23

· Chou, H.-H. and Zolkiewski, J., "Decoding Network Dynamics" Industrial Marketing Management, Vol. 41, 247-258.

· Chou, H.-H. and Zolkiewski, J., "Managing Resource Interaction as a Means to Cope with Technological Change", Journal of Business Research, 65(2), 188-195

· Jiang, Z., Henneberg, S. C., Naudé, P., "Supplier Relationship Management in the Construction Industry: The Effects of Trust and Dependence." Journal of Business & Industrial Marketing 27, 1(2012): 3-15.

· Mitręga, M. and Zolkiewski, J. (2012) ‘Negative Consequences Of Deep Relationships With Suppliers – An Exploratory Study In Poland’, Industrial Marketing Management, 42, 886-894.

·  Ramos, C., Henneberg, S. C., Naudé, P., "Understanding Network Picture Complexity: An Empirical Analysis of Contextual Factors." Industrial Marketing Management(2012).

· Zolkiewski, J. (2012) Book Review: Business-to Business Marketing. Relationships, networks and strategies by Nick Ellis for Journal of Customer Behaviour, Vol. 11, No.4, pp.373-374.

· Zolkiewski, J. & Feng, K. (2012) ‘Relationship Portfolios and Guanxi in Chinese Business Strategy’, Journal of Business and Industrial Marketing, 27(1), 16-28.

 

2011

 · Abrahamsen, M. H., Henneberg, S. C., Naudé, P., "Network change as a battle of ideas? Analysing the interplay between idea structures and activated structures." IMP Journal(2011) .

· Corsaro, D., Ramos, C., Henneberg, S. C., Naudé, P., "Actor Network Pictures and Networking Activities in Business Networks: An Experimental Study." Industrial Marketing Management(2011) .

· Corsaro, D., Ramos, C., Henneberg, S. C., Naudé, P., "The impact of network configurations on value constellations in business markets - The case of an innovation network." Industrial Marketing Management(2011) .

· Corsaro, D., and Snehota, I., (2011), “Alignment and Misalignment in Business Relationships”. Industrial Marketing Management, 40 (6), 1042-1054.

· Edvardsson, B., Tronvoll, B., and Gruber, T. (2011), “Expanding Understanding of Service Exchange and Value Co-Creation: A Social Construction Approach”. Journal of the Academy of Marketing Science, 39 (2), 327-339.

· Gruber, T., “I want to Believe they Really Care – How Complaining Customers Want to be Treated by Frontline Employees”. Journal of Service Management, 22 (1), 85-110.

· Gruber, T., Abosag, I., Reppel, A., and Szmigin, I. (2011), “Analysing the Preferred Characteristics of Frontline Employees Dealing with Customer Complaints – A Cross-National Kano Study”. The TQM Journal (Kano Special Issue), 23 (2), 128-144.

· Gruber, T., Chowdhury, I. N., & Reppel, A. E. (2011). Service recovery in higher education: does national culture play a role? Journal of Marketing Management, 27(11-12), 1261-1293.

· Jiang, Z., Henneberg, S. C., Naudé, P., "The Importance of Trust vis-à-vis Reliance in Business Relationships: Some International Findings." International Marketing Review(2011) .

· Ormrod, R., and Henneberg, S.C. (2011), "Political Market Orientation and Strategic Party Postures in Danish Political Parties", European Journal of Marketing 45, no. 6: 852-881.

· Raddats, C. O. and Burton, J. (2011) "Strategy and structure configurations for services within product-centric businesses", Journal of Service Management, 22(4), 522-539

· Ramos, C., and Ford, D. (2011), “Network Pictures as a Research Device: Developing a Tool to Capture Actors' Perceptions in Organizational Networks”, Industrial Marketing Management, 40(3), 447-464.

· Smirnova, M., Henneberg, S.C., Ashnai, B., Naudé, P., and Mouzas, S. (2011), "Understanding the role of marketing-purchasing collaboration in industrial markets: the case of Russia", Industrial Marketing Management, 40 (1), 54-64.

· Smirnova, M., Naudé, P., Henneberg, S.C., Mouzas, S., and Kouchtch, S.P. (2011), "The Impact of Market Orientation on the Development of Relational Capabilities and Performance Outcomes: The case of Russian Industrial Firms, Industrial Marketing Management, 40 (1), 44-53.

· Zaefarian, G., Henneberg, S. C., Naudé, P., "Resource Acquisition Strategies in Business Relationships."Industrial Marketing Management(2011) .

· Zolkiewski, J. (2011), ‘Value, Power and Health Care Services in the UK: A Business-to-Business Services Network Perspective’, Journal of Marketing Management, Vol. 27, Is. 3-4, 424-448.

 

2010

· Burton, J., and Khammash, M. (2010), “Why Do People Read Reviews Posted on Consumer Opinion Portals?” Journal of Marketing Management, V.26, Nos. 3-4, March, 230-255.

· Burton, J. (2010), “Can firms develop a service-dominant organisational culture to improve CRM?” International Journal of Customer Relationship Marketing and Management, V.1, No.1, (January-March), 48-67.

· Chou, H., and Zolkiewski, J. (2010), “The arrival of technological changes at the business net: A learning process”, Journal of Business & Industrial Marketing, Vol. 25, No. 6, 443-453.

· Corsaro, D., and Snehota, I., (2010), “Searching for Relationship Value in Business Markets: Are We Missing Something?”, Industrial Marketing Management, Vol. 39 (6), 986-995.

· Gruber, T., Fuss, S., Voss, R., and Gläser-Zikuda, M. (2010), “Examining Student Satisfaction with Higher Education Services Using a New Measurement Tool”, International Journal of Public Sector Management, 23 (2), 105-123.

· Gruber, T., Henneberg, S. C., Ashnai, B., Naudé, P., and Reppel, A. (2010), “Complaint Resolution Management Expectations in an Asymmetric Business-to-Business Context”, Journal of Business and Industrial Marketing, 25 (5), 360-371.

· Gruber, T., Reppel, A., and Voss, R. (2010), “Understanding the Characteristics of Effective Professors: The Student’s Perspective”, Journal of Marketing for Higher Education, 20 (2), 175-190.

· Henneberg, S. C., Naudé, P., and Mouzas, S., (2010), “Sense-Making and Management in Business Networks – Some Observations, Considerations, and a Research Agenda”, Introduction to the Special Issue of Industrial Marketing Management based on the Managerial Cognition, Industrial Marketing Management, 39 (3), 355-360.

· Human, G., and Naudé, P. (2010), “Relationship and Innovation orientation in a business-to-business context”, South African Journal of Business Management, 41 (4), 59-70.

· Jiang, Z., Henneberg, S.C., and Naudé, P. (2010), “Exploring Trust vis-a-vis Reliance in Business Relationships: A Qualitative Analysis in the UK Construction Industry”, Marketing Intelligence and Planning, 28 (6), 706-722.

· Naudé, P., Henneberg, S., and Jiang, Z. (2010), “Varying Routes to the Top: Identifying Different Strategies in the MBA Marketplace”, Journal of the Operational Research Society, 61, 1193-1206.

· Ormrod, R., and Henneberg, S.C. (2010), "An Investigation into the Relationship between Political Activity Levels and Political Market Orientation", European Journal of Marketing 44, no. 3/4, 382-400.

· Roseira, C., Brito, C., and Henneberg, S.C. (2010), "Managing Interdependencies in Supplier Networks", Industrial Marketing Management 39 (6), 925-935.

· Voss, R., Gruber, T., and Reppel, A. (2010), “Which Classroom Service Encounters make Students Happy or Unhappy? – Insights from an Online CIT Study”, International Journal of Educational Management, 24 (7), 615-636.

·  Zaefarian, G., Naudé, P., and Henneberg, S.C. (2010), “Configuration Theory Assessment of Business Relationship Strategies – Conceptual Model and Hypotheses Development”, Journal of Customer Behaviour, 9, 299 – 316

 

2009

· Ashnai, B., Smirnova, M., Kouchtch, S., Yu, Q., Barnes, B., and Naudé. P. (2009), “Assessing relationship quality in four business-to-business markets”, Marketing Intelligence and Planning, 27/1, pp. 86-102 (Note: this paper won the journal’s Outstanding Paper Award for 2009).

· Corsaro D. (2009), “Exploring the effectiveness of solutions in the ICT Security Industry”, International Journal of Business and Economics, Vol. 8 (1), 255-268.

· Gruber, T., Szmigin, I., and Voss, R. (2009). “Handling Customer Complaints Effectively – A Comparison of the Value Maps of Female and Male Complainants”. Managing Service Quality, 19 (6), 636-656.

· Gruber, T., Szmigin, I., and Voss, R. (2009). “Developing a Deeper Understanding of Attributes of Effective Customer Contact Employees in Personal Complaint Handling Encounters”. Journal of Services Marketing, 23 (6), 422-435.

· Henneberg, S. C., Jiang, Z., Naudé, P. and Ormrod, R. P. (2009), “The Network Researchers Network: A Social Network Analysis of the IMP Group 1984-2006”, The IMP Journal, 3/1, 28-49.

· Henneberg, S., Mouzas, S., and Naudé, P. (2009), “Going Beyond Customers - A Business Segmentation Approach Using Network Pictures to identify network segments”, Journal of Business Market Management, 3/2, 91-113.

· Henneberg, S. C., Gruber, T., Reppel, A., Ashnai, B., and Naudé, P. (2009), “Complaint Management Expectations: An Online Laddering Analysis of Small versus Large Firms”, Industrial Marketing Management, 38(6), 584-598.

· Henneberg, S.C., Swart, J., Naudé, P., Jiang, Z., and Mouzas, S. (2009), “Mobilizing Ideas in Knowledge Networks – A Social Network Analysis of the Human Resource Management Community 1990-2005”, The Learning Organization, Special Issue on Social Networks, 16(6), 443-459.

· Henneberg, S C., Pardo, C., Mouzas,S., and Naudé, P. (2009), "Value Dimensions and Relationship Postures in Dyadic 'Key Relationship Programmes", Journal of Marketing Management 25, no. 5/6, 535-550.

· Herrmann, A., Heitmann, M., Morgan, R., Henneberg, S C., and Landwehr, J. (2009), "Consumer Decision Making Under Variety: The Effect of Attribute Alignability", Psychology & Marketing 26/4, 333-358.

· Herrmann, A., Henneberg, S.C., Heitmann, M., and Landwehr, J. (2009), "Squaring customer demands, brand strength, and production requirements", Total Quality Management and Business Excellence 20.

· Naudé, P., Henneberg, S.C., Zolkiewski, J., and Zhu, X. (2009), “Exploiting the B2B knowledge Network: New Perspectives and Core Concepts”, Introduction to the Special Issue of Industrial Marketing Management based on the 2008 IMP Conference’, Industrial Marketing Management, 38(5), 493-494.

· Naudé, P., Henneberg, S.C., Mouzas, S., Ramos, C., Graves, A., and Crute, V. (2009), "Seeking for solutions within a project setting", Journal of Business Market Management 3.

 

2008

· Brennan, R., and Henneberg, S.C. (2008), “Does Political Marketing Need the Concept of Customer Value?”, Marketing Intelligence & Planning.

· Gleaves, R., Burton, J., Kitshoff, J., Bates, K., and Whittington, M. (2008), “Accounting is from Mars, Marketing is from Venus: Establishing common ground for the concept of Customer Profitability”, Journal of Marketing Management, Vol. 24, No.7-8, 825-846.

· Gruber, T., Szmigin, I., Reppel, A., and Voss, R. (2008), “Designing and Conducting Online Interviews to Investigate Interesting Consumer Phenomena”, Qualitative Market Research: An International Journal, vol. 11, 3, 256-274.

· Gruber, T., Reppel, A., Szmigin, I., and Voss, R. (2008), “Revealing the Expectations and Preferences of Complaining Customers by Combining the Laddering Interviewing Technique with the Kano Model of Customer Satisfaction”. Qualitative Market Research: An International Journal, 11 (4), 400-413.

· Henneberg, S.C., and Mouzas, S. (2008), “Final Customer' Value in Business Networks”, in A. Woodside, M. Gibbert, F. Golfetta (ed.), Superior Value for Customers; Advances in Business Markets Vol. 14.

· Henneberg, S.C., and O'Shaughnessy, N. (2008), “Political Relationship Marketing”, Journal of Marketing Management.

· Henneberg, S.C., Pardo, C., Mouzas, S., and Naudé, P. (2008), “Value Dimensions and Relationship Postures in Dyadic 'Key Relationship Programmes”, Journal of Marketing Management.

· Henneberg, S.C. (2008), “An Epistemological Perspective on Research in Political Marketing”, Journal of Political Marketing, vol. 7/2, 151-182.

· Mouzas, S., Henneberg, S.C., and Naudé, P. (2008), “Developing Network Insight”, Industrial Marketing Management, vol. 37, No. 2, 167-180.

· O'Shaughnessy, N., and Henneberg, S.C. (2008), “The selling of the President 2004: a marketing perspective”, in Dennis W. Johnson (ed.), The Routledge Handbook of Political Management, Routledge, 177-193.

· Ormrod, R., and Henneberg, S.C. (2008), “Different Facets of Market Orientation - A Comparative Exploratory analysis of Party Manifestos in Britain and Germany”, Journal of Political Marketing, vol. 7.

· Talwar, V., Burton, J., and Murphy, J. (2008) “A Non - Matrix Approach to Customer Relationship Portfolio Management: A Case Study from the UK Industrial Market Context”, Journal of Customer Behaviour, 7, Autumn, 231-255.

· Zolkiewski, J., Naudé, P., and Waller, S. R. (2008), “Modeling the Effect of Losing a Key Individual on Internal and External Relationships”, Journal of Business Market Management , Vol. 2, No. 1, 25-39.

· Zolkiewski, J., Burton, J., and Stratoudaki, S. (2008), “The Delicate Power Balance in Advertising Agency-Client Relationships: Partnership or Battleground?” Journal of Customer Behaviour, V. 7, Winter, 315-332.

 

2007

· Barnes, B., Naudé, P., and Michell, P. (2007), “Perceptual Gaps and Similarities in Buyer-Seller Dyadic Relationships”, Industrial Marketing Management, vol. 36, 662-675.

· Baraldi, E., Brennan, R., Harrison, D., Tunisini, A., and Zolkiewski, J. (2007), “Strategic Thinking and the IMP Approach: A Comparative Analysis”, Industrial Marketing Management, vol. 36, 7, 879-894.

· Gruber, T., Voss, R., Balderjahn, I., and Reppel, A. (2007), “Online-Laddering”, in R. Buber and H.H.Holzmuller (ed.), Qualitative Marktforschung - Konzepte, Methoden, Analysen [Qualitative Market Research - Concepts, Methods, Analyses], Gabler Verlag: Wiesbaden, 1152 .

· Henneberg, S.C., Newman, B., and Gouliamos, C. (2007), Political Marketing and Culture, Hayworth.

· Henneberg, S.C., Naudé, P., and Mouzas, S. (2007), “Trust and Reliance in Business Relationships”, European Journal of Marketing, 41.

· Henneberg, S.C., and Yi-Ling Chen (2007), “Celebrity Political Endorsement”, Journal of Political Marketing, 6/4, 1-31.

· Henneberg, S.C., and Mouzas, S. (2007), 'Managing the Customer Horizon', Thexis, 3.

· Henneberg, S.C., and O'Shaughnessy, N. (2007), “Prolegomena to Theory and Concept Development in Political Marketing”, Journal of Political Marketing, 6/3.

· Henneberg, S.C., and O'Shaughnessy, N. (2007), “Theory and Concept Development in Political Marketing: Issues and an Agenda”, Journal of Political Marketing, 6/3.

· Henneberg, S.C., and Swart, J. (2007), “Dynamic Knowledge Nets - The 3C Model”, Journal of Knowledge Management, 11/6.

· Huber, F., Herrmann, A., and Henneberg, S.C. (2007), “Measuring Customer Value and Satisfaction in Services Transactions: Scale Development, Validation, and Cross-Cultural Comparison”, International Journal of Consumer Studies, 31/6.

· Naudé, P., Ashnai, B., Chaharsooghi, K., Perzon, H. (2007), “An Analysis of B2B Relationship Quality among Iranian Managers: A Comparison between Iranian and English Managers”, Total Quality Management and Business Excellence, 18 (8), 861-874.

· Oeberg, C., Henneberg, S.C., and Mouzas, S. (2007), “Changing Network Pictures: Evidence from Mergers and Acquisitions”, Industrial Marketing Management,  36(7), 926-940.

· Ormrod, R., and Henneberg, S.C. (2007), “Political Marketing in Untraditional Campaigns”, Journal of Public Affairs, 7/3.

· O'Shaughnessy, N., and Henneberg, S.C. (2007), “The Selling of the President 2004”, Journal of Public Affairs, 7/3.

· Vigden, R., Henneberg, S.C., and Naudé, P. (2007), “What sort of community is the European Conference on Information Systems? A social network analysis 1993-2005”, European Journal of Information Systems, 16, 5-19.

· Voss, R., Gruber, T., and Szmigin, I. (2007), “Service Quality in Higher Education: The Role of Student Expectations”, Journal of Business Research, vol. 60, 9, 949-959.

· Zolkiewski, J., Lewis, B., Yuan, F., and Yuan, Y. (2007), “An Assessment of Customer Service in Business-to-Business Relationships”, Journal of Services Marketing, vol. 21, 5, 313-325.

 

2006

· Gloger, H., Gruber, T., and Voss, R. (2006), “Strategische Unternehmens- und Organisationsentwicklung [Strategic Management and Organizational Development].” , Die Industriekaufleute - Zeitschrift fur Aus- und Weiterbildung [Industrial Sales Representatives - Journal for Further Education], vol. 11, 12-17.

· Gruber, T., Szmigin, I., and Voss, R. (2006), “The Desired Qualities of Customer Contact Employees in Complaint Handling Encounters”, Journal of Marketing Management, vol. 22, 5-6, 619-642.

· Gruber, T., and Voss, R. (2006), “Wie gelingt effektives Beschwerdemanagement [Implementing an Effective Complaint Handling Management System]”, Planung&Analyse [Planning&Analysis], vol. 33, 3, 56-59.

· Gruber, T., and Voss, R. (2006), “Grundlagen und Erfassung des Konzeptes der Studienzufriedenheit unter Einbezug eines Best Practice Beispiels [Student Satisfaction - Principles, Measurement and Best Practice Example]”, in R. Voss and T. Gruber (ed.), Hochschulmarketing [Marketing for Higher Education], Eul Verlag: Lohmar, 75-100.

· Henneberg, S.C., Mouzas, S., and Naudé, P. (2006), “Network pictures: concepts and representations”, European Journal of Marketing, vol. 40(3/4), pp. 408-429.

· Henneberg, S.C. (2006), “Leading or Following? A Theoretical Analysis of Political Marketing Postures”, Journal of Political Marketing, vol. 5/3.

· Henneberg, S.C. (2006), “Strategic Postures of Political Marketing: an exploratory operationalisation”, Journal of Public Affairs, vol. 6/1.

· Naudé, P., and Hipkin, I. (2006), “Developing Effective Alliance Partnerships: Lessons from a Case Study”, Long Range Planning, vol. 39, pp. to be confirmed.

· Ormerod, R., and Henneberg, S.C. (2006), “Are You Thinking What We’re Thinking, or Are We Thinking What You’re Thinking? An Exploratory Analysis of the Market-Orientation of UK Parties in 2005”, in D. Lilleker, N. Jackson, and R. Scullion (ed.), The Political Marketing Election? General Election 2005, Manchester University Press.

· Pardo, C. , Henneberg, S.C., Mouzas, S., and Naudé, P. (2006), “Unpicking the Meaning of Value in Key Account Management”, European Journal of Marketing, vol. 40(11-12), 1360-1374.

· Reppel, A., Szmigin, I., and Gruber, T. (2006), 'The iPod Phenomenon: Identifying a Market Leader’s Secrets Through Qualitative Marketing Research”, Journal of Product & Brand Management, vol. 15, 4, 239-249.

· Voss, R., and Gruber, T. (2006), “The Desired Teaching Qualities of Lecturers in Higher Education”, Journal for Quality Assurance in Education, vol. 14, 3, 217-242.

· Voss, R., and Gruber, T. (2006), “Die Zufriedenheit von Lehramtstudierenden [Satisfaction of Teacher Education Students]”, Empirische Padagogik [Empirical Pedagogy], vol. 20, 3, 297-320.

· Voss, R., and Gruber, T. (2006), “Complaint Handling at the Schindlerhof Hotel with Praise and Assessment Cards”, in K. Mukerjee (ed.), Customer Focus: The New Imperative. Volume I - Customer Service and Satisfaction, ICFAI University Press, 88-97.

· Voss, R., and Gruber, T. (2006), Hochschulmarketing [Marketing for Higher Education], Eul Verlag: Lohmar.