The Authors

” Sebastian Oetzel

With this book, we aim to share knowledge and encourage readers to discuss their own options for marketing decisions and, ideally, to test them through experiments.

” Andreas Luppold

Marketing still focuses too little on the buyer and too much on the product and the consumer. Yet before a product can be consumed, it must first be purchased.

The Authors Combine Rigorous Academic Research with Proven Marketing Expertise

About the Authors

Professor for Marketing

Dr. Sebastian Oetzel has been a professor of Business Administration, especially Marketing, at the Department of Business at Fulda University of Applied Sciences since 2018. After completing his studies and earning his doctorate at Goethe University Frankfurt, he worked as a consultant at Yagora GmbH, where he supervised experiments and data analytics projects in the grocery retail sector. He has extensive experience in designing, conducting, and analysing both academic and practice-oriented studies. His research interests include quantitative marketing, marketing analytics, and behavioral economics. The research focuses on the application of quantitative methods to optimize marketing decisions, particularly in pricing and promotion, as well as the analysis of purchasing behavior in retail and the consumer goods industry. In his research, behavioral economic theories are empirically tested using experiments and data analysis.

Expert in Marketing and Consumer Decision-Making

Andreas Luppold, Dipl. Kaufmann, is Chief Executive Officer & Owner of the consulting firm Innobrands GmbH, with a focus on innovation and shopper marketing. Andreas Luppold has conducted several hundred studies for consumer goods manufacturers and retailers. After studying at Goethe University Frankfurt, his professional career included positions at Tchibo Frisch-Röst-Kaffee GmbH, JWT advertising agency, and the Publishing Group Deutscher Fachverlag. Afterwards, he became a partner in a market research company specializing in purchase decision behavior. He has also worked as a lecturer in marketing at the FOM University of Applied Sciences Frankfurt.