Prof. Dr. Martin Klarmann

Martin Klarmann is currently Professor of Marketing at the Karlsruhe Institute of Technology (KIT). He is head of the Marketing & Sales Research Group and co-director of the Institute of Information Systems and Marketing (IISM). Before, he worked as Professor of Marketing and Innovation at the School of Business and Economics at the University of Passau.

After studying Business Administration in Hamburg, Lyon, and Mannheim, Martin Klarmann obtained his doctoral degree in Marketing at the University of Mannheim, where he also worked for nearly two years as an Assistant Professor of Empirical Research Methods.

Martin Klarmann’s research focuses on a marketing methods, marketing strategy, and sales management. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Moreover, he has received several awards for his research, including an overall best paper award at the American Marketing Association’s Winter Educators’ Conference.

Martin Klarmann has taught classes on a variety of subjects related to marketing and sales in Germany, France, Switzerland, and Hungary. He is an active teacher at the undergraduate, graduate, executive, and Ph.D. level. Martin Klarmann has been recognized several times for teaching excellence.

Before embarking on his academic career, Professor Klarmann worked for two years at the Heinrich Bauer Verlag, a major German publishing house. Moreover, he has consulted with numerous companies in the automotive, mechanical engineering, and media industries.

Peer-reviewed Publications

Halbauer, Ingo, Saskia Jacob, and Martin Klarmann (2022), “Brand Presentation Order in Voice Shopping: Understanding the Effects of Sequential Product Presentation,” Journal of Retailing, 98 (4), 759-778.

Klarmann, Martin and Marc Wouters (2022), “Benefits, Discounts, Features, and Value as Communication Foci in Selling: Exploring Concepts, Drivers, and Outcomes,” Journal of Personal Selling and Sales Management, 43 (1), 46-64.

Roelen-Blasberg, Tobias, Johannes Habel, and Martin Klarmann (2022), "Automated Inference of Product Attributes and Their Importance from User-Generated Content: Can We Replace Traditional Market Research?," International Journal of Research in Marketing, 40 (1), 164-188.

Rieger, Verena and Martin Klarmann (2022), "The Effect of Cooperative Team Culture on Innovation," Journal of Business Research, 144, 1256-1271.

Halbauer, Ingo and Martin Klarmann (2022), "How Voice Retailers Can Predict Customer Mood and How They Can Use That Information," International Journal of Research in Marketing, 39 (1), 77-95.

Bornemann, Torsten, Martin Klarmann, and Martin Moosbrugger (2020), "Verhaltenswissenschaftliche Forschung zum organisationalen
Einkaufsverhalten: Überblick über die Marketingliteratur," Zeitschrift für betriebswirtschaftliche Forschung, 72 (4), 447-478.

Bill, Fabian, Sven Feurer, and Martin Klarmann (2020), “Salesperson Social Media Use in Business-To-Business Relationships: An Empirical Test of an Integrative Framework Linking Antecedents and Consequences”, Journal of the Academy of Marketing Science, 58 (4), 734-752.

Casenave, Eric and Martin Klarmann (2020) "The Accountability Paradox: How Holding Marketers Accountable Hinders Alignment with Short-term Marketing Goals", Journal of Business Research, 112 (May), 95-108.

Klarmann, Martin and Sven Feurer (2018), "Control Variables in Marketing Research," Marketing ZfP - Journal of Research and Management, 40 (2), 26-40.

Habel, Johannes and Martin Klarmann (2015), "Customer Reactions to Downsizing: When and How is Satisfaction Affected?," Journal of the Academy of Marketing Science, 43 (6), 768-789.

Homburg, Christian, Jan Allmann, and Martin Klarmann (2014), "Internal and External Price Search in Industrial Buying: The Moderating Role of Customer Satisfaction," Journal of Business Research, 67 (8), 1581-1588. 

Homburg, Christian, Martin Klarmann, Martin Reimann, and Oliver Schilke (2012), "What Drives Key Informant Accuracy?," Journal of Marketing Research, 49 (4), 594-608.

Homburg, Christian, Martin Klarmann, and Sabine Staritz (2012), "Customer Uncertainty Following Downsizing: The Effects of Extent of Downsizing and Open Communication," Journal of Marketing, 76 (3), 112-130.

Homburg, Christian, Michael Müller, and Martin Klarmann (2011), "When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters," Journal of Marketing, 75 (2), 55-74.

Homburg, Christian, Michael Müller, and Martin Klarmann (2010), "When Does Salespeople's Customer Orientation Lead to Customer Loyalty? The Differential Effects of Relational and Functional Customer Orientation," Journal of the Academy of Marketing Science, 39 (6), 795-812.

Homburg, Christian, Martin Klarmann, and Jens Schmitt (2010), "Brand Awareness in Business Markets: When Is It Related To Firm Performance?," International Journal of Research in Marketing, 27 (3), 201-212.

Homburg, Christian and Martin Klarmann (2009), "Multi Informant-Designs in der empirischen betriebswirtschaftlichen Forschung – Problemfelder und Anwendungsempfehlungen," DBW – Die Betriebswirtschaft, 69 (2), 147-171.

Homburg, Christian, Marko Grozdanovic, and Martin Klarmann (2007), "Responsiveness to Customers and Competitors: The Role of Affective and Cognitive Organizational Systems," Journal of Marketing, 71 (3), 18-38.

Klarmann, Martin (2007), "Organisation von Marketing und Vertrieb in Zeitschriftenverlagen: Status Quo und aktuelle Entwicklungen," Thexis, 24 (1), 36-39.

Homburg, Christian and Martin Klarmann (2006), "Die Kausalanalyse in der betriebswirtschaftlichen Forschung – Problemfelder und Anwendungsempfehlungen," DBW - Die Betriebswirtschaft, 66 (6), 727-748.

Books

Herrmann, Andreas, Christian Homburg, and Martin Klarmann (2008), Hrsg., Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. aktualisierte und erweiterte Auflage, Gabler-Verlag, Wiesbaden. 

Klarmann, Martin (2008), Methodische Problemfelder der Erfolgsfaktorenforschung: Bestandsaufnahme und empirische Analysen, Gabler-Verlag, Wiesbaden.

Handbook Articles

Christian Homburg, Martin Klarmann & Arnd Vomberg (2021), "Handbook of market research", Springer

Klarmann, Martin and Anja Hildebrand (2015), Innovationsmanagement in B-to-B-Märkten, in: Backhaus, K., Voeth, M. (Hrsg.), Handbuch Business-to-Business-Marketing, 2. Aufl., 297-311, Gabler Verlag, Wiesbaden.

Klarmann, Martin and Sophie Fleischmann (2014), B-to-B-Branding - Aktuelle Entwicklungen in der Forschung und Praxisempfehlungen, in: Kliewe, T., Kesting, T. (Hrsg.), Moderne Konzepte des organisationalen Marketing, 337-355, Wiesbaden.

Homburg, Christian, Martin Klarmann, and Dirk Totzek (2012), Using Multi-Informant Designs to Address Key Informant and Common Method Bias, in: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (Hrsg.), Quantitative Marketing and Marketing Management, 81-102, Wiesbaden.

Klarmann, Martin, Klaus M. Miller, and Reto Hofstetter (2011), Methoden der Preisfindung in B2B-Märkten, in Homburg, Ch., Totzek, D. (Hrsg.), Preismanagement auf Business-to-Business-Märkten: Preisstrategie - Preisbestimmung - Preisdurchsetzung, 153-180, Gabler-Verlag.

Staritz, Matthias, Martin Klarmann, and Tobias Schäfer (2011), Software-Pricing, in Homburg, Ch., Totzek, D. (Hrsg.), Preismanagement auf Business-to-Business-Märkten: Preisstrategie - Preisbestimmung - Preisdurchsetzung, 389-419, Gabler-Verlag.

Herrmann, Andreas, Christian Homburg, and Martin Klarmann (2008), Marktforschung: Ziele, Vorgehensweise und Nutzung, in: Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.), Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., 3-20, Gabler-Verlag, Wiesbaden.

Homburg, Christian, Andreas Herrmann, Christian Pflesser, and Martin Klarmann (2008), Methoden der Datenanalyse im Überblick, in: Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.), Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., 151-174, Gabler-Verlag, Wiesbaden.      

Homburg, Christian, Martin Klarmann, and Harley Krohmer (2008), Statistische Grundlagen der Datenanalyse, in: Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.), Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., 213-240, Gabler-Verlag, Wiesbaden.

Homburg, Christian, Martin Klarmann, and Christian Pflesser (2008), Konfirmatorische Faktorenanalyse, in: Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.), Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., 271-304, Gabler-Verlag, Wiesbaden.  

Homburg, Christian, Christian Pflesser, and Martin Klarmann (2008), Strukturgleichungsmodelle mit latenten Variablen: Kausalanalyse, in: Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.), Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., 547-578, Gabler-Verlag, Wiesbaden.        

Homburg, Christian and Martin Klarmann (2006), Die indirekte Wichtigkeitsbestimmung im Rahmen von Kundenzufriedenheitsuntersuchungen: Probleme und Lösungsansätze, in: Homburg, Ch. (Hrsg.), Kundenzufriedenheit, 6. Aufl., 225-261, Gabler-Verlag, Wiesbaden.        

Klarmann, Martin (2006), Die Vergleichbarkeit der Messung als Herausforderung bei internationalen Kundenzufriedenheitsuntersuchungen, in: Homburg, Ch. (Hrsg.), Kundenzufriedenheit, 6. Aufl., 263-282, Gabler-Verlag, Wiesbaden.

Homburg, Christian and Martin Klarmann (2003), Empirische Controllingforschung – Anmerkungen aus der Perspektive des Marketing, in: Weber, J., Hirsch, B. (Hrsg.), Zur Zukunft der Controllingforschung, 65-88, Gabler-Verlag, Wiesbaden.

Practitioner-oriented Publications

Feurer, Sven and Martin Klarmann (2016), “B2B-Vertrieb und das Social-Media-Paradox," Sales Management Review, 1, 12-19.