Marcel Hüttermann

ZHAW School of Management and Law
Fachstelle Strategisches Kundenbeziehungsmanagement
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 76 98
marcel.huettermann@zhaw.ch

Personal profile

Management role

Programme Director, Master of Advanced Studies in <br />
Customer Relationship Management

Position at the ZHAW

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

https://www.zhaw.ch/de/sml/institute-zentren/imm/

Professional development teaching

Expertise and research interests

Sport Marketing, Fan engagement, Esports, Merchandising Relationship management

Educational background

MA
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

Projects

Publications

Articles in scientific journal, peer-reviewed

Hüttermann, Marcel; Uhrich, Sebastian; Königstorfer, Jörg,

2019.

Components and outcomes of fan engagement in team sports : the perspective of managers and fans .

Journal of Global Sport Management.

Available from : https://doi.org/10.1080/24704067.2019.1576143
Hüttermann, Marcel; Thimm, Tatjana; Hannich, Frank ; Bild, Christine,

2019.

Requirements for future digital visitor flow management .

Journal of Tourism Futures.

5(3),

pp. 241-258.

Available from : https://doi.org/10.21256/zhaw-18688
Ströbel, Tim; Hüttermann, Marcel; Hannich, Frank ; Nagel, Siegfried,

2018.

Die Inszenierung von Markenerlebnissen im Sport : eine Fallstudienanalyse der Vereinsmarke FC St. Pauli .

Marketing Review St. Gallen.

35(5),

pp. 86-89.
Hüttermann, Marcel; Bearth, Angela; Hannich, Frank ,

2018.

Sportsponsoring als Employer-Branding-Tool .

Marketing Review St. Gallen.

35(6),

pp. 76-83.

Book parts, peer-reviewed

Hannich, Frank ; Hüttermann, Marcel,

2020.

Trigger-based Marketing : Tiki-Taka im digitalen Kundenbeziehungsmanagement

.

In:

Stadelmann, Martin; Pufahl, Mario; Laux, David D., eds. ,

CRM goes digital : Digitale Kundenschnittstellen in Marketing, Vertrieb und Service exzellent gestalten und nutzen.

Wiesbaden:

Springer.

pp. 267-279.

Edition Sales Excellence.

Available from : https://doi.org/10.1007/978-3-658-27016-2_19
Hannich, Frank ; Hüttermann, Marcel,

2018.

Kundenbeziehungen emotionalisieren

.

In:

Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, eds. ,

Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

Stuttgart:

Schäffer-Poeschel.

pp. 47-63.

Conference contributions, peer-reviewed

Bissig, Patrick; Hüttermann, Marcel; Hannich, Frank ; Hari, Jürg J.,

2016.

Brand analysis in sports using repertory grid technique : Grasshopper Club Zurich as a case study [ paper ].

In:

24th European Association for Sport Management Conference (EASM), Warsaw, Poland, 7-10 September 2016.
Seiler, Roger ; Hüttermann, Marcel,

2015.

E-Health, fitness trackers and wearables : use among Swiss students [ paper ].

In:

ABSRC Advances in Business-Related Scientific Research Conference, Venice, Italy, 25-27 March 2015.

GEA College.

pp. 1-12.

Other publications

Hüttermann, Marcel;

2019.

eSports Switzerland 2019 : a study by the Institute of Marketing Management under the direction of Marcel Hüttermann .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-18480
Hüttermann, Marcel;

2019.

eSports Schweiz 2019 .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-5522
Rüeger, Brian ; Hannich, Frank ; Hüttermann, Marcel; Fuchs, Rainer ; Suvada, Adrienne ; Kübler, David Lucien; Barth, Linard ; Heierli, Reto ; Rozumowski, Anna ; Kiarostami, Tania ,

2018.

Swiss Marketing Leadership Studie 2018 : Geschwindigkeit vs. Beständigkeit .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-2787
Hüttermann, Marcel; Hannich, Frank ; Fuchs, Rainer ; Rüeger, Brian ; Müller, Steffen ; Kübler, David Lucien; Barth, Linard ; Haarmann, Jens ,

2017.

Swiss Marketing Leadership Studie 2017 : Emotionen in einer digitalisierten Welt .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-20097
Bissig, Patrick; Hüttermann, Marcel,

2016.

Status Quo, aktuelle Trends und Erfolgsfaktoren im Kundenbeziehungsmanagement .

Topsoft-Magazin.

16(1),

pp. 14-17.

Available from : https://www.topsoft.ch/
Hannich, Frank ; Fuchs, Rainer ; Rüeger, Brian ; Hüttermann, Marcel; Klaas, Michael ; Müller, Steffen ; Rauch, Martina; Bissig, Patrick; Kübler, David Lucien;

2016.

Swiss Marketing Leadership Studie 2016 : digitale Transformation im Marketing .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-3391
Hannich, Frank ; Hüttermann, Marcel,

2015.

Kundenbegeisterung durch Mitarbeiterzufriedenheit .

Contact Management Magazine.

2015(1),

pp. 34-35.
Hüttermann, Marcel; Rüeger, Brian ; Hannich, Frank ,

2015.

Marketing ist Führungsaufgabe .

Contact Management Magazine.

2015(3),

pp. 44.
Hannich, Frank ; Fuchs, Rainer ; Rüeger, Brian ; Hüttermann, Marcel; Forestier, Céline; Müller, Steffen ; Vogt, Helen ; Seiler, Roger ; Kubli, Carolina; Kübler, David Lucien;

2015.

Swiss Marketing Leadership Studie 2015 : Status Quo und Trends in Schweizer Unternehmen .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-5027
Hüttermann, Marcel; Hannich, Frank ; Müller, Steffen ,

2015.

Zufriedene Kunden im Fokus .

Handelszeitung.

2015(35),

pp. 59.
Hannich, Frank ; Rüeger, Brian ; Scherrer, Corinne; Gehring, Bettina; Seiler, Roger ; Müller, Steffen ; Hüttermann, Marcel; Kübler, David Lucien; Stadelmann, Martin;

2014.

Swiss CRM 2014: Einsatz und Trends in Schweizer Unternehmen .

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from : https://doi.org/10.21256/zhaw-963

Oral conference contributions and abstracts

Hüttermann, Marcel; Kunkel, Thilo,

2019.

The critical role of gender when examining transactional and non-transactional fan engagement .

In:

17th Annual Sport Marketing Association (SMA) Conference, Chicago, 5-8 November 2019.
Hüttermann, Marcel; Nesina, Sara ,

2019.

Fan engagement in team sports : what role do the individual players play? .

In:

17th Annual Sport Marketing Association (SMA) Conference, Chicago, 5-8 November 2019.
Hüttermann, Marcel; Thimm, Tatjana; Hannich, Frank ,

2019.

Directing tourist flow : an analysis of (Visitor) flows and implications for an application .

In:

Travel and Tourism Research Association Europe 2019 (TTRA), Bournemouth, United Kingdom, 7-10 April 2019.
Hüttermann, Marcel,

2019.

Exploring the behavioral relationships of fan engagement .

In:

The world voice of sport management : book of abstracts.

3rd WASM Conference 2019, Santiago de Chile, Chile, 16-19 October 2019.

Lithuanian sports university.
Hüttermann, Marcel,

2019.

Measuring and understanding fan engagement in team sports .

In:

15th Asian Association for Sport Management Conference (AASM), Tokyo, 7-9 August 2019.
Hüttermann, Marcel; Kunkel, Thilo,

2019.

The influence of non-transactional engagement behavior on merchandise consumption .

In:

Book of abstracts for the 27th European sport management conference.

27th European Sport Management Conference (EASM), Seville, Spain, 3-6 September 2019.

EASM.

Available from : https://easm2019.com/BOAEASM2019.pdf
Hüttermann, Marcel,

2017.

Dimensionen von Customer Engagement im Sport : Ergebnisse einer qualitativen Analyse .

In:

7. Innsbrucker Sportökonomie- und Management Symposium, Innsbruck, Österreich, 16. März 2017.
Hüttermann, Marcel; Uhrich, Sebastian; Königstorfer, Jörg,

2017.

Fan engagement value in team sport : service-dominant logic informed dimensions .

In:

25th European Association for Sport Management Conference (EASM), Bern, 5-8 September 2017.

Available from : https://www.easm2017.com/documents/EASM2017_BookofAbstracts.pdf
Hüttermann, Marcel; Hannich, Frank ; Haarmann, Jens ,

2017.

PredTour – predicting tourism movements : Analyse und Vorhersage von Besucherströmen in der Grenzregion Bodensee .

In:

Jahrestagung der Deutschen Gesellschaft für Tourismuswissenschaft (DGT), Insel Mainau, Deutschland, 9.-11. November 2017.

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