Is the customer a CEO?
Does marketing want to make you happy?
Is identity a brand? And: Who is actually responsible for the brand?

"Marketing is in a bad state. Not marketing theory, but marketing practice."                      Philipp Kotler

Marketing generally designates market-oriented business management in which satisfying permanent customer requirements should be the focus. Therefore, marketing goes far beyond sales in its classical sense, and is, in fact, a management philosophy rather than merely a sales instrument.  Brands are gaining importance within the framework of this management philosophy in light of an increasing physical-technical similarity in products and performance.  Brands, by virtue of their differentiation, lend themselves to building up a customer base and reducing customer price elasticity. As a result, businesses with a brand-oriented business management realize sustainable advantages with regard to competitiveness and efficiency. 

Why is there trade and for what purpose?
Is it productive?
Is its existence justified?

"The bottom line is that companies merely screw prefabricated parts from low wage countries together, glue a "Made in Germany" label on the finished product and sell it over German counters to the rest of the world."  Hans-Werner Sinn

Loved or not, the market plays a central role in economics and can be considered to be irreplaceable at present.  Rather, we could question whether production (in Germany) is viable at all. Numerous, if not most, consumer goods companies are not the primary manufacturer (manufacturing is done abroad), but are, based upon the value added structure, primarily dealers. The times are over in which it made sense to train students to be future CEOs of industrial corporations. Therefore, it is imperative to advise them to deal intensively with commercial companies and especially company networks in trade, distribution and services.

Who or what makes the initial decision as to whether you like an advertisement or not? Your brain- or you?
What does nose spray have to do with confidence?
And why is the most expensive wine often the best one?

"New brain imaging technologies have motivated neuroeconomic studies of the internal order of the mind (…). We are only at the beginning of this enterprise, but it promises a fundamental change in how we think, observe and model decision in all its context."
Vernon Smith

The chair for marketing at Zeppelin University is the first business and economics chair worldwide with an explicitly neuroeconomic orientation. The focus of neuroeconomics is the explanation of business relevant behavior with the assistance of neuroscientific procedures and findings. The chair for marketing cooperates with the Universität Münster, the California Institute of Technology, the London Business School, the Copenhagen Business School and  the University of Oxford in this area.