Michèle Rettenmund

Projects

• What influence does the Metaverse have on the development of the Swiss live communications industry? / Team member / completed
• Virtualizing sales staff for online shopping: Transferring the offline shopping experience into the digital world / Team member / completed

Publications

Written conference contributions, peer-reviewed

• Schmidli, F. et al. (2024) 'Experience intermediaries facilitating entry into the XR innovation ecosystem : a case study in the event and entertainment industry', in 17th International Conference on Arts and Cultural Management (AIMAC), Lisbon, Portugal, 23 - 26 June 2024. AIMAC. Available at: https://airdrive.eventsair.com/eventsairwesteuprod/production-leading-public/beb9680120594e519238e16f378684a2.
• Hannich, F., Heierli, R. and Rettenmund, M. (2023) 'Macht Dialogmarketing Unternehmen agiler?', in Dialogmarketing Perspektiven 2022/2023. Wiesbaden: Springer, pp. 1–17. doi: 10.1007/978-3-658-40753-7_1.

Other publications

• Heierli, R. et al. (2025) Content Marketing Studie 2025 : Einsatz und Verbreitung des Content Marketing in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2552.
• Zumstein, D. et al. (2024) Marketing Automation & AI Report 2024 : Taktiken & Tools der KI-basierten Leadgenerierung. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2498.
• Zumstein, D. et al. (2024) Marketing Automation & AI Report 2024 : tactics & tools of AI-based lead generation. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2499.
• Furchheim, P. et al. (2023) Swiss Sustainable Consumption Study 2022 : Befragung zum Stand von nachhaltigem Konsum in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2454.

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