Dr. Marcus Zimmer
Dr. Marcus Zimmer
ZHAW
School of Management and Law
Center of Customer Management
Theaterstrasse 17
8400 Winterthur
Work at ZHAW
Position
Lecturer in Marketing
Focus
- B2B & B2C Customer Relationships
- Service Transformation & Servitization
- The "Dark Side" of Customer Management, Dark Patterns
Teaching
- Marketing (BSc.)
- Integrated Customer Management
- Service Marketing & B2B Marketing
Education and Continuing education
Continuing Education
CAS Higher & Professional Education
ZHAW
08 / 2022
Network
Awards
Outstanding Article Award 2024
Industrial Marketing Management
03 / 2025
Social media
Projects
- Large Language Models aaS in Marketing / Team member / completed
- Consumer Perceptions of Dark Patterns / Project leader / completed
- SONEVA / Co-project leader / completed
Publications
Articles in scientific journal, peer-reviewed
- Salonen, A. et al. (2024) 'Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement', Industrial Marketing Management, 2024(118), pp. 12–26. doi: 10.1016/j.indmarman.2024.02.002.
- Zimmer, M., v. Wangenheim, F. and Salonen, A. (2022) 'Kundenlösungen als Signale : warum Unternehmen am Lösungsgeschäft festhalten sollten, auch wenn es nicht profitabel ist', Marketing Review St. Gallen, 39(03), pp. 22–28.
- Salonen, A., Zimmer, M. and Keränen, J. (2021) 'Theory development in servitization through the application of fsQCA and experiments', International Journal of Operations & Production Management, 41(5), pp. 746–769. doi: 10.1108/IJOPM-08-2020-0537.
- Zimmer, M., Salonen, A. and v. Wangenheim, F. (2020) 'Business solutions as market signals that facilitate product sales', Industrial Marketing Management, 91, pp. 30–40. doi: 10.1016/j.indmarman.2020.07.014.
Other publications
Heierli, R. et al. (2022) Customer Management Studie 2022 : Trends, Daten und Nachhaltigkeit. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2436.
Oral conference contributions and abstracts
- Zimmer, M., Salonen, A. and von Wangenheim, F. (2018) 'Business solutions as signals', in Institute for the Study of Business Markets (ISBM) Academic Conference 2018, Cambridge, Massachusetts, 8-9 August 2018.
- Zimmer, M., Salonen, A. and Wangenheim, F. (2016) 'Strategic value of solution business initiatives', in Institute for the Study of Business Markets (ISBM) Academic Conference 2016 : Advances in Business-to-Business Marketing, Atlanta (USA), 3-4 August 2016.
- Grohmann, M. et al. (2016) 'How to move services from free to fee without jeopardizing the customer relationship : the role of pricing schemes, service level, and communication strategies', in Institute for the Study of Business Markets Biennial Academic Conference 2016, Atlanta, Georgia, USA , 3-4 August 2016.