Prof. Dr. Edith Rüger-Muck

• Fundamentals of Communication Management
• International Communication Management
• International Strategic Marketing Decisions (engl.)
• Online Marketing
• Marketing Management
• Marketing Research  
• Media planning

• Customer Management
• Consumer Research
• Neuroeconomics

• 08-10/2014: Visiting Professor at the University of South Australia
• 08-09/2016: Visiting Professor at the University of South Australia

• Member of the bdvb
• Member of the HLB
• Member of the Arbeitsgemeinschaft für Marketing (AfM)
• Member of the Marketing-Club Rhein Neckar
• American Association of Wine Economists (AAWE)
• Member of the FDW - Research Association of German Viticulture
• Member of the German Society for Sensory Science 

• Vice President for International Affairs & Diversity (since 02/2019)
• Member of the Senate (since 2015)
• Member of the Faculty Council II (2015-2020)
• Head of the International Marketing Management degree programs
• Co-founder and partner of the Center for Marketing Insights (CfMI)
• Co-host of the university discussion series "Marketing Insights" in cooperation with the Rhine-Neckar Marketing Club

"Digitalization and consumer behavior using the example of digital food retailing."

Philipp Piroth (M.A.)
Research Assistant/Doctoral Student
Ernst-Boehe-Str. 4 67059 Ludwigshafen
E-Building / Postbank Room 25  
Phone: 0621-5203-393
E-mail: philipp.piroth@ 8< SPAM protection, please remove >8 hwg-lu.de

Dr. Peter Merdian, "Success factors for the online sale of wine on the Internet: a neuroeconomic and behavioral psychological study"
Funded by the Forschungsring des deutschen Weinbaus (FDW), disputation 08/2020

Dr. Regine Heimers, "Customer Engagement in the German Wine Industry"
Funded by the Landwirtschaftliche Rentenbank, disputation 02/2019

Dr. Anne Lena Wegmann, "Quality factors of wine from the consumer's point of view"
Funded by the Ministry of Economy, Transport and Agriculture & Weinbau, Disputation 09/2017

• Piroth, P. & Rüger-Muck, E. (2021): Digitalization in marketing - What companies need to do today for tomorrow's success; in: Lacher, S.; Tachkov, P. & Völker, R. (eds.): Digitalisierung im Marketing - technischer Megatrend trifft auf etablierte Praktiken. Stuttgart: Kohlhammer (Praxiswissen Management), to be published in 2021.
• Weinert, S., Günther, E., Rüger-Muck, E. & Raab, G. (2020): Artificial intelligence in personnel selection and its influence on employer attractiveness, in: Marketing Science & Inspirations, Vol. 15 (3), No. 47, 22-35. https://doi.org/10.46286/msi.2020.15.3.2
• Piroth, P. & Rüger-Muck, E. (2020): Online Grocery Shopping in Germany: From zero to hero?, in: Baltic Rim Economies Review, 04.
• Weinert, S.,  Günther, E., Rüger-Muck, E. & Raab, G. (2019): The effect of company guest speakers on perceived employer attractiveness, in: Marketing Science & Inspirations, Vol. 14, No. 43, pp. 25-36.
• Merdian, P., Piroth, P., Rueger-Muck, E. and Raab, G. (2020), "Looking behind eye-catching design: an eye-tracking study on wine bottle design preference", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print. doi.org/10.1108/IJWBR-07-2019-0044
• Piroth, P., Ritter, M. & Rueger-Muck, E. (2020): Online grocery shopping adoption - do personality traits matter? British Food Journal, Vol. 122 (3), 957-975. doi.org/10.1108/BFJ-08-2019-0631
• Piroth, P. / Rüger-Muck, E. / Bruwer, J. (2020): Digitalization in grocery retailing in Germany: an exploratory study, The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2020.1738260
• Weinert, S., Günther, E., Rüger-Muck, E. & Raab, G. (2020): Artificial intelligence in personnel selection and its influence on employer attractiveness, Proceedings of the 9th Cross-Cultural Business Conference 2020, 261-272. Düren: Shaker.
• Weinert, S., Günther, E., Rüger-Muck, E. & Raab, G. (2019). The effect of company guest speakers on perceived employer attractiveness. In: M. Überwimmer; R. Fureder; M. Gaisch & Y. Salas (eds.): Proceedings of the 8th Cross-Cultural Business Conference 2019, 343-353. Düren: Shaker.
• Weinert, S., Günther, E., Rüger-Muck, E. & Raab, G. (2019). Scoring points with lectures. Guest lectures at universities and their impact. Personalwirtschaft, special issue Employer Branding and Personnel Marketing, 8, pp. 28-30.
• Bruwer, J. & Rüger-Muck, E. (2018): Wine tourism and hedonic experience: A motivation-based experiential view, Tourism and Hospitality Research, June 18.  DOI: doi.org/10.1177/1467358418781444
• Bruwer, J. & Rüger-Muck, E. (2018): Wine tourism and hedonic experience: A motivation-based experiential view, Tourism and Hospitality Research, June 18. Link to publication
• Raab, G., Rüger-Muck, E. and Merdian, P. (2018): How web design manipulations change customers' visual perception of a web store: an eye tracking study, accepted at the 10th AAWE conference, Ithaca, New York, June.
• Heimers, R., Rüger-Muck, E., Theuvsen, L. (2017): Customer engagement through SME loyalty programs? A status quo analysis using the example of the wine industry, AFM PraxisWissen Marketing, No. 1, January, pp. 62-73. 
• Heimers, R., Rüger-Muck, E., Sommerhäuser, M. &   Stemplewski, J. (2016): Viticulture as a form of land use in the New Emscher Valley - a historical and perspective view, Raumplanung 188 (6), pp. 46-51.
• Rüger-Muck, E., Raab, G. & Merdian, P. (2016): Investigation of perceived emotions on wine selling websites. Proceedings of the 10th Annual Conference of AAWE, Bordeaux, June.
• Merdian, P., Rüger-Muck, E. & Raab, G. (2016). Emotional impact of wine selling websites: An investigation of the online perception of wine web stores. In: J. Bruwer; L. Lockshin; A. Corsi; J. Cohen & M. Hirche (Eds.): Conference Proceedings of the 9th Academy of Wine Business Research Conference, pp. 213-220. Adelaide: Ehrenberg-Bass Institute for Marketing Science, February.
• Heimers, R., Rüger-Muck, E. (2016): How to engage wine customers online and offline? An exploratory study. In: J. Bruwer; L. Lockshin; A. Corsi; J. Cohen & M. Hirche (Eds.): Conference Proceedings of the 9th Academy of Wine Business Research Conference, pp. 213-220. Adelaide: Ehrenberg-Bass Institute for Marketing Science.
• Raab, G.; Rüger-Muck, E. & Merdian, P. (2016). Emotions and web design: A study on the emotional perception of different web designs of online stores in the wine sector. In: K-O. Tietze; M. Hägerbäumer; I. Henrichs; O. Visbal & C. Warneke (ed.). Abstracts of the 20th symposium of the Society for Applied Business Psychology (GWPs), p. 52. Hamburg: Society for Applied Business Psychology (GWPs)
• Rüger-Muck, Edith; Raab, Gerhard, Merdian, Peter (2016): Emotional influence of wine websites, Das Deutsche Weinmagazin, No. 3, February, pp. 33-35.
• Heimers, R., Rüger-Muck, E. (2015): How to engage wine customers online and offline? An exploratory study", accepted at the 9th AWBR Conference to be held at UniSA in Adelaide in February 2016, Australia.
• Merdian, P., Rüger-Muck, E., Raab, G. (2015): Emotional impact of wine selling websites: An investigation of the online perception of wine web stores", accepted at the 9th AWBR Conference to be held at UniSA in Adelaide in February 2016, Australia.
• Rüger-Muck, E. (2015): book review, Wine atlas of Germany, Braatz, D., Sautter, and Swoboda, I, University of California Press, Berkeley, Los Angeles, London, Journal of Wine Research, June.
• Heimers, R., Rüger-Muck, E. (2015): What drives customer engagement? - a qualitative and quantitative analysis of its motivational drivers. Proceedings of the ^9th AAWE conference, Mendoza, May.
• Wegmann, A.L., Rüger-Muck, E. (2015): Organic wine is well received: online study provides insight, Der Winzer. (AU), No. 6, pp. 24-26.
• Schnürer, K., Rüger-Muck, E., Wegmann, A. L. (2015): Which label sells (t)your wine? Der Deutsche Weinbau, No. 3, pp. 30-33.
• Heimers, R., Rüger-Muck, E. (2014): Engaging the wine customer. Proceedings of the 8th Annual Conference of AAWE, Walla Walla, Washington, June.
• Rüger-Muck, E., Wegmann, A.L. and Piroth, P. (2014): What wineries do - is it what customers want? Customer relationship marketing in the German wine industry. Proceedings of the 8th AWBR Conference, Geisenheim, June.
• Wegmann, A.L., Rüger-Muck, E. (2014): Generation Y = generation wine? Status Quo of the next big consumer group, Das deutsche Weinmagazin, No. 2, January, pp. 16-19. 
• Wegmann, A.L., Rüger-Muck, E. (2013): Generation Y = generation wine? German millennials and their liaison with wine. Proceedings of the 7th Conference Annual Conference of AAWE, Stellenbosch, June.
• Wegmann, A.L., Rüger-Muck, E. (2013): Tell me where you buy WINE..., Investigation of consumer profiles of wine buyers in different shopping locations, in: Das Deutsche Weinmagazin, No. 3, February, pp. 30-33.
• Rüger-Muck, E., Wegmann, A.L. (2013): Customer loyalty in the wine industry, in: Der Deutsche Weinbau, No. 3, February, pp. 40-42.
• Rüger-Muck, E., Wegmann, A.L. (2013): Underestimated potential in the wine market - winning back customers, Das deutsche Weinmagazin, No. 6, March, pp. 18-20.
• Rüger-Muck, E., Wegmann, A.L. (2012): The closer the geographical location, the higher the perceived wine quality, reporting period June 2011 - July 2012, DLR Rheinpfalz aktuell 2012, pp. 41-42.
• Rüger-Muck, E. (2012): Kundenmanagement im Weingut unter Nutzung Sozialer Netze, in: 65th Pfälzische Weinbautage, Tagungsband, Neustadt, pp. 69-72.
• Krafft, M., Hüppelshäuser, M., Rüger, E. (2005): Hazard regressions for measuring and forecasting customer life cycles and customer migration, Marketing ZfP, 28 (3), pp. 197-210.
• Rüger, E. (2001): Marketing-Controlling, review of E. Voßbeck, Zeitschrift für Betriebswirtschaftslehre (ZfB), Vol. 71(11), pp. 1360-1362.
• McEnally, M., Rüger, E. (1998): Lands' End: An American firm trying to make it in Europe, North American Case Association.