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Marcel Hüttermann

  Marcel Hüttermann

Marcel Hüttermann
ZHAW School of Management and Law
Fachstelle Strategisches Kundenbeziehungsmanagement
Stadthausstrasse 14
8400 Winterthur

+41 (0) 58 934 76 98

Personal profile

Position at the ZHAW

Research associate at the Institute for Marketing Management (IMM) in the area of strategic CRM and expert for sports marketing

Professional development teaching

Expertise and research interests

Sport Marketing, Fan engagement, Sport Consumer Behavior, eSports, Relationship management

Educational background

Business Administration and Cultural, Leisure and Sport Management
RWH Künzelsau

Professional milestones

CRM, FC St. Pauli von 1910 e.V., Hamburg
Marketing & Sponsoring, easy sports Freizeitanlagen, Reutlingen
Marketing, Sponsoring & Events, SV Stuttgarter Kickers, Stuttgart
Customer Service, ERIMA, Reutlingen
Sportmarketing, NIKE AGSS, Frankfurt a.M.

Membership of networks

Publications and conference contributions

Peer-reviewed articles/chapters

Other publications

Huettermann, M., Uhrich, S., & Königstorfer, J. (2019). Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans. Journal of Global Sport Management.