Prof. Dr. Michael Klaas
Prof. Dr. Michael Klaas
ZHAW
School of Management and Law
Centre of Digital Marketing & Marketing Technology
Theaterstrasse 17
8400 Winterthur
Projects
- Data-driven Marketing / Project leader / abgeschlossen
- Ad Fraud Detection Tools Plattform / Deputy project leader / abgeschlossen
- Design Thinking Projects 2021 / Deputy project leader / abgeschlossen
- Design Thinking Projects 2020 / Deputy project leader / abgeschlossen
- Design Thinking Projects 2022 / Deputy project leader / abgeschlossen
- Design Thinking Projects 2023 / Deputy project leader / abgeschlossen
- Large Language Models LLM (e.g. GPT) aaS in Marketing / Team member / abgeschlossen
Publications
-
Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,
2023.
Enhancing digital advertising with blockchain technology.
Journal of Interactive Marketing.
59(1), pp. 76-98.
Available from: https://doi.org/10.1177/1094996823118554
-
Stallone, Valerio; Wetzels, Martin; Klaas, Michael,
2021.
Blockchain : Research and Applications.
2(3), pp. 100023.
Available from: https://doi.org/10.1016/j.bcra.2021.100023
-
Rozumowski, Anna; Schäfer, Wolfgang; Klaas, Michael,
2020.
Athens Journal of Tourism.
7(4), pp. 191-208.
Available from: https://doi.org/10.30958/ajt.7-4-1
-
Seiler, Roger; Klaas, Michael; Hari, Jürg J.,
2019.
Künstliche Intelligenz im Marketing.
Marketing Review St. Gallen.
36(1), pp. 66-75.
-
Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, eds.,
2018.
Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.
1. Auflage.
Stuttgart:
Schäffer-Poeschel.
ISBN 978-3-7910-4313-5.
-
Müller, Steffen; Fuchs, Rainer; Graf, Sandro; Klaas, Michael,
2015.
1. Auflage.
Zürich:
vdf Hochschulverlag.
SML essentials ; 4.
ISBN 978-3-7281-3701-2.
-
Rüeger, Brian; Klaas, Michael; Müller, Steffen; Graf, Sandro,
2022.
.
In:
Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,
Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.
Zürich:
Versus.
pp. 267-285.
-
Klaas, Michael,
2022.
.
In:
Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,
Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.
Zürich:
Versus.
pp. 229-243.
-
Klaas, Michael,
2022.
Prozesse und Prozessautomatisierung im Marketing
.
In:
Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia, eds.,
Marketingmanagement : Building and Running the Business : mit Marketing Unternehmen transformieren.
Zürich:
Versus.
pp. 255-266.
-
Zumstein, Darius; Zelic, Andrea; Klaas, Michael,
2021.
.
In:
D'Onofrio, Sara; Meier, Andreas, eds.,
Big Data Analytics : Grundlagen, Fallbeispiele und Nutzungspotenziale.
Wiesbaden:
Springer.
pp. 49-72.
Edition HMD.
Available from: https://doi.org/10.1007/978-3-658-32236-6_3
-
Klaas, Michael; Ackermann, Kurt Alexander; Fleiss, Jürgen,
2019.
.
In:
Bergner, Sabine; Fleiss, Jürgen; Gutschelhofer, Alfred, eds.,
Wandel gestalten : Beiträge der Managementforschung zu Herausforderungen der Unternehmensführung.
Graz:
Leykam.
pp. 211-227.
Styrian Spirit of Management ; 2.
-
Klaas, Michael; Suvada, Adrienne,
2018.
.
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. 67-86.
-
Klaas, Michael,
2017.
Was ist die digitale Transformation und digitales Marketing?
.
In:
Lucco, Andreas; Rüeger, Brian; Fuchs, Rainer; Ergenzinger, Rudolf; Thommen, Jean-Paul, eds.,
Marketing : Konzepte - Instrumente - Aufgaben.
Zürich:
Versus.
pp. 154-170.
-
Klaas, Michael,
2015.
Worüber entscheidet die Führung eines Unternehmens?
.
In:
Lucco, Andreas; Rüeger, Brian; Ergenzinger, Rudolf; Thommen, Jean-Paul, eds.,
Marketing : Konzepte - Instrumente - Aufgaben.
Zürich:
Versus.
pp. 57-76.
-
Stahl, Nadine; Hüttermann, Marcel; Stallone, Valerio; Klaas, Michael,
2024.
Automated consulting services : perspectives of customers, consultants and companies [paper].
In:
Reis, José Luís; Zelený, Jiří; Gavurová, Beáta; Marques dos Santos, José Paulo, eds.,
Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 1.
International Conference on Marketing and Technologies (ICMarkTech), Prague, Czech Republic, 30 November - 2 December 2023.
Singapore:
Springer.
pp. 375-387.
Available from: https://doi.org/10.1007/978-981-97-1552-7_25
-
Beurer-Züllig, Bettina; Rozumowski, Anna; Klaas, Michael,
2022.
Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce [paper].
In:
Proceedings of the 55th Hawaii International Conference on System Sciences.
55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022.
Honolulu:
University of Hawai'i at Manoa.
pp. 4933-4942.
Proceedings of the 55th Hawaii International Conference on System Sciences.
Available from: https://doi.org/10.24251/HICSS.2022.601
-
Stallone, Valerio; Collenberg, Anja; Rüedlinger, Andreas; Wetzels, Martin; Klaas, Michael,
2020.
The application of blockchain technology in loyalty programs [paper].
In:
International Conference WWW/Internet (CIAWI 2020).
19th International Conference WWW/Internet, Lisbon (Portugal), 18-20 November 2020.
IADIS.
pp. 9-16.
-
Beurer-Züllig, Bettina; Klaas, Michael,
2020.
In:
Proceedings of the 53rd Hawaii International Conference on System Sciences.
53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020.
Honolulu:
University of Hawai'i at Manoa.
pp. 2579-2588.
Available from: https://doi.org/10.24251/HICSS.2020.314
-
Stallone, Valerio; Klaas, Michael,
2019.
The digital advertising ecosystem visualisation : literature review [paper].
In:
Kommers, Piet; Ravesteijn, Pascal; Ongena, Guido; Isaias, Pedro, eds.,
17th International Conference e-Society Proceedings 2019.
17th International Conference on e-Society 2019, Utrecht, Netherlands, 11-13 April 2019.
IADIS.
pp. 289-292.
-
Rozumowski, Anna; Rellstab, Rolf; Klaas, Michael,
2019.
Human vs chatbot : who is perceived as more trustworthy? [paper].
In:
Chian-Son, Yu; Chien-kuo, Li; Ta-Wei, Hung, eds.,
e-CASE & e-Tech 2019 Proceedings.
e-CASE & e-Tech 2019, Fukuoka, Japan, 1-3 April 2019.
Japan:
Chulalongkorn University.
pp. 45-57.
-
Seiler, Roger; Klaas, Michael,
2016.
In:
WEI International Academic Conference, Vienna, Austria, 17-19 April 2016.
West East Institute.
pp. 53-62.
-
Bächler, Jesse; Suvada, Adrienne; Klaas, Michael; Bulatovic, Andjela; Wyss, Saskia,
2020.
Content Marketing-Studie 2020 : Einsatz und Verbreitung des Content Marketing in der Schweiz.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-20150
-
Müller, Steffen; Klaas, Michael; Collenberg, Anja; Rozumowski, Anna; Lenggenhager, Vera Nina,
2020.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-20910
-
Heierli, Reto; Furchheim, Pia; Hannich, Frank; Rüeger, Brian; Crowden, Catherine; Fuchs, Rainer; Suvada, Adrienne; Müller, Steffen; Klaas, Michael; Bächler, Jesse; Kotowski, Wolfgang; Barth, Linard; Stallone, Valerio; Dietrich, Dennis; Caleta, Marija,
2019.
Komplexität und Dynamik im Marketing : Swiss Marketing Leadership Studie 2019.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-18748
-
Klaas, Michael; Suvada, Adrienne,
2018.
1. Auflage.
Zürich:
Compendio.
ISBN 978-3-7155-7492-9.
-
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
-
Müller, Steffen; Klaas, Michael,
2015.
Social Media Manager : Markenbotschafter im Internet
.
In:
Müller, Steffen, ed.,
Jobprofile im Marketing.
Zürich:
vdf Hochschulverlag.
pp. 59-67.
SML essentials ; 4.
-
Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,
2023.
Enhancing digital advertising with BCT : areas of innovation.
In:
EthereumZuri.ch, Zürich, Switzerland, 14-16 April 2023.
-
Klaas, Michael; Beurer-Züllig, Bettina,
2023.
In:
56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.
-
Stallone, Valerio; Wetzels, Martin; Mahr, Dominik; Klaas, Michael,
2022.
The revolution of digital advertising will be tokenized.
In:
International Conference on Crypto-Marketing, New York, USA, 5-6 December 2022.
-
Klaas, Michael; Beurer-Zuellig, Bettina,
2020.
In:
Proceedings of the 53rd Hawaii International Conference on System Sciences.
53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020.
Honolulu:
University of Hawai'i at Manoa.
Available from: https://doi.org/10.24251/HICSS.2020.505
-
Rozumowski, Anna; Kotowski, Wolfgang; Klaas, Michael,
2020.
Voice search : a new customer experience for swiss tourism.
In:
16th Annual International Conference on Tourism, Athens, 8-11 June 2020.