Publications

Silberer, Günter & Steinmann, Sascha (2009). Media and Advertising Contacts in the Purchase Process, in: Proceedings of the 8th International Conference on Research in Advertising [CD ROM, 13 pages], ed. by Ralf Terlutter, Sandra Diehl, Matthias Karmasin & Edith Smit, European Advertising Academy.

Steinmann, Sascha & Silberer, Günter (2009). Classifying Customers with Multidimensional Customer Contact Sequences, in: Advances in Consumer Research Volume 36 (2009), eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research (forthcoming).

Steinmann, Sascha & Silberer, Günter (2009). Functions and Importance of Customer Contacts in the Purchase Process, in: Proceedings of the 8th International Marketing Trends Conference [CD ROM, 24 pages] 15-17 January 2009, Paris, France.

Silberer, Günter & Steinmann, Sascha (2008). Enlarging CRM analyzing Multidimensional Contact Sequences, Proceedings of the 5th Research Conference on Relationship Marketing and CRM [CD ROM, 23 pages], 20-21 November, Brussels, Belgium.

Steinmann, Sascha & Silberer, Günter (2008). Multidimensional Customer Contact Sequences: A New Approach for Customer Segmentation, in: Enhancing Knowledge Development in Marketing, Volume 19 (2008), eds. by James R. Brown & Rajiv P. Dant, American Marketing Association, pp. 240-247.

Steinmann, Sascha, Möller, Claudia & Silberer, Günter (2008). Kundenkenntnis im Elektronikfachhandel, in: Silberer, Günter (Hg.). Kundenkenntnis im Handel, Georg-August-Universität Göttingen, Institut für Marketing und Handel, S. 63 - 108.

Silberer, Günter, Steinmann, Sascha & Möller, Claudia (2008). Die Kundenkenntnis im Bekleidungseinzelhandel - Ergebnisse einer Befragungsstudie, in: Silberer, Günter (Hg.). Kundenkenntnis im Handel, Georg-August-Universität Göttingen, Institut für Marketing und Handel, S. 28 - 62.

Steinmann, Sascha & Silberer, Günter (2008). Clustering Multidimensional Customer Contact Sequences, in: Marketing landscapes: A pause for thought, Proceedings of the 37th EMAC Conference [CD ROM], 27-30 May, Brighton, UK.

Silberer, Günter, Steinmann, Sascha & Mau, Gunnar (2007). Customer Contacts as a Basis for Customer Segmentation, in: Marketing Theory and Practice in an Inter-functional World, Volume XIII 2007, ed. by Carol. W. DeMoranville, Academy of Marketing Science, pp. 257-261.

Silberer, Günter, Steinmann, Sascha & Mau, Gunnar (2007). Clustering Customer Contact Sequences in Retailing, in: Conference Proceedings of the 14th International Conference on Research in the Distributive Trades 2007, ed. by Zentes, Joachim, Morschett, Dirk & Schramm-Klein, Hanna, pp. 1531-1554.

Silberer, G., Steinmann, S. & Mau, G. (2006). Kundenkontakte und Kundenkontaktsequenzen in der Handelsforschung. Beiträge zur Trackingforschung Nr. 16, hrsg. von Güner Silberer, Institut für Marketing und Handel, Universität Göttingen

Silberer, G., Steinmann, S. & Mau, G. (2006). Customer Contact Sequences as a Basis for Customer Segmentation, in: RETAILING 2006: Strategic Challenges in the New Millennium, Special Conference Series Volume XI 2006, ed. by J. R. Evans, Hempstead/NY: Academy of Marketing Science, pp. 232-237.

Steinmann, S. (2005). Kundenkontakte, Kundendaten und Kundeninformationen im Multi Channel Marketing, in: Beiträge zur Marketingwissenschaft Nr. 55, hrsg. von Günter Silberer, Göttingen: Georg-August-Universität, Institut für Marketing und Handel





Presentations

Silberer, Günter & Steinmann, Sascha (2009). Media and Advertising Contacts in the Purchase Process, Presentation at the International Conference on Research in Advertising (ICORIA) 2009, 25-27 June, Klagenfurt, Austria.

Steinmann, Sascha & Silberer, Günter (2008). Kundenkontakte im Handel - Ergebnisse einer multidimensionalen Sequenzanalyse, Vortrag bei der Tagung Handelsforschung 2008, 27. - 29. Dezember, Wien, Austria.

Silberer, Günter & Steinmann, Sascha (2008). Enlarging CRM analyzing Multidimensional Contact Sequences, Presentation at the 5th Research Conference on Relationship Marketing and CRM, 20-21 November, Brussels, Belgium.

Steinmann, Sascha & Silberer, Günter (2008). Classifying Customers with Multidimensional Customer Contact Sequences, Presentation at the 2008 ACR North American Conference, 23-26 October, San Francisco, CA.

Steinmann, Sascha & Silberer, Günter (2008). Multidimensional Customer Contact Sequences: A New Approach for Customer Segmentation, Presentation at the 2008 AMA Summer Educators' Conference, 8-11 August, San Diego, CA.

Steinmann, Sascha & Silberer, Günter (2008). Clustering Multidimensional Customer Contact Sequences, Presentation at the 37th EMAC Conference, 27-30 May, Brighton, UK.

Silberer, Günter, Steinmann, Sascha & Mau, Gunnar (2007). Customer Contacts as a Basis for Customer Segmentation, Vortrag bei dem 13th Biennial World Marketing Congress, July 11.-14., Verona, Italy.

Silberer, Günter, Steinmann, Sascha & Mau, Gunnar (2007). Clustering Customer Contact Sequences in Retailing, Vortrag bei der 14th International EAERCD Conference on Research in the Distributive Trades, June 27.-29., Saarbrücken, Germany.

Silberer, G., Steinmann, S. & Mau, G. (2006). Customer Contact Sequences as a Basis for Customer Segmentation, Vortrag bei der 8th Triennial National Retailing Conference, 01.-04. November, Orlando, Florida.