Banner Viadrina

Professur für BWL, insb. Internationales Marketing


Aktuelle Zeitschriftenpublikationen in 2014

Eisend&Tarrahi, Meta-Analysis Selection Bias in Marketing Research, International Journal of Research in Marketing

Eisend&Schmidt, The Influence of Knowledge-based Resources and Business Scholars' Internationalization Strategies on Research Perfomance, Research Policy

Pick&Eisend, Buyers’ Perceived Switching Costs and Switching: A Meta-analytic Assessment of Their Antecedents, Journal of the Academy of Marketing Science

Eisend, Shelf Space Elasticity: A Meta-analysis, Journal of Retailing

Eisend&Lehmann, Assessing the Enduring Impact of Influential Papers, Marketing Letters

Eisend/Plagemann/Sollwedel, Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness, Journal of Advertising


Aktuelle Buchveröffentlichung

Eisend, Metaanalyse, Rainer Hamp Verlag.



Best Paper Award, “Marketing Theory” track, AMA Winter Educators’ Conference 2014, für den Beitrag “The Influence of Influential Papers” von Martin Eisend und Don Lehmann

Finalist Thomas P. Hustad Best Paper Award 2012 des Journal of Product Innovation Management für den Beitrag “Success Factors of Product Innovation: An Updated Meta-Analysis” von Heiner Evanschitzky, Martin Eisend, Roger Calantone und Yuanyuan Jiang


Call for Papers

Journal of Advertising - Special Issue: Re-Inquiries in Advertising Research



Lehrevaluationen aus den letzten Semestern

Seminar- und Abschlussarbeiten