Andrea Bookhagen

Prof. Dr. Andrea Bookhagen studied Business Administration at the Technical University (TU) Berlin where she completed her doctorate with a thesis on the ethical behavior of companies. After more than 15 years of experience in consulting and the industry, she has been teaching at various universities since 2010. At Munich Business School, she took up a professorship for marketing in 2013 and is currently responsible for the major subjects of Luxury Management and Strategic Marketing. In addition, she works as an independent consultant. 

[Courses and focus]

At MBS: Professor of Marketing, Brand Management & Luxury Management; responsible for the modules Luxury Management (MA IB) and Strategic Marketing (MBA)

Courses : Bachelor IB, Master IB, MBA IM, EBS

Focus : Marketing with a focus on brand management, luxury management, consumer behavior, international marketing, market research, strategic marketing

Publications

Trommsdorff, V.; Bookhagen, A.; Hess, C.: Produktpositionierung (Product Positioning). In: Herrmann, A.; Homburg, Ch., Marktforschung – Methoden, Anwendungen, Beispiele, Wiesbaden 1. Aufl. 1999, 2. Aufl. 2000, S. 765-787.

Bookhagen, A.; Herhoffer, P.-A.: Bausteine einer Luxusmarkenstrategie. In:  Journal International Verlag (Hrsg.), LBR - Luxury Business Report Vol. 2, Juni 2013, S. 70-73.

Bookhagen, A.: Luxuss Konsumentenm 2013 – Ergebnisse einer empirischen Studie. In:  Journal International Verlag (Hrsg.), LBR - Luxury Business Report Vol. 2, Juni 2013, S. 64-69.

Bookhagen, A.: Speaker at 3rd Luxury Business Day, June 2013: What Luxury means to German consumers and what they expect from a luxury brand

Bookhagen, A.; Heine, K.: Auf dem Weg ins Web. In: Markenartikel – Das Magazin für Markenführung, Vol. 76,  7/2014, S. 56-59.

In: Trommsdorff, V. (Hrsg.): Jahrbücher der Handelsforschung (Annual Reports on Retail Research) (years: 1995 – 2000)

DISSERTATION

Bookhagen, A.: Ethische Positionierung – Eine Verbindung von Unternehmensethik und strategischem Marketing (Ethical Positioning – linking Corporate Social Responsibility and Strategic Marketing); Dissertation; Wiesbaden 2001