Chair of Strategy and Marketing

Speech of Prof. Dr. Martin Fassnacht at the Marketing Club Event in Essen

On January 27, 2020, Prof. Dr. Martin Fassnacht gave a speech about “Omnichannel Strategies in the Digitized World” at the Marketing Club Ruhr in Essen.

His talk took place at this year's first club event, which attracted over 80 guests. In his speech, Prof. Fassnacht gave an overview of technological developments and challenges of digitization. "The complexity has grown massively due to digitization," emphasized Prof. Fassnacht. More than ever before, marketing requires strategic thinking and the development of new skills and competencies. According to Prof. Fassnacht, pure online or offline business models can no longer exist in the digital age. Furthermore, based on nine theses and numerous examples, he derived managerial implications for both, retailers and manufacturers.