Prof. Waldemar Pfoertsch
Short Bio
Contact Details
Limassol Campus 2: 3-5 Chaidariou Street, 3020 Limassol, Cyprus
Personal Website
Prof. Waldemar Pfoertsch
Professor of Marketing Management and Strategic & Digital Marketing
Director of DBA
Department of Management
EXPERTISE
My research and teaching expertise is centered around Human-to-Human (H2H) Marketing as an interdisciplinary and philosophical approach for tackling the current challenges and wicked problems of our world. My current research focus is on Human Digital Marketing, and its implications for corporations and communities to building genuine, empathetic relationships between businesses and their customers.
SHORT BIO
I am a Professor of Marketing Management and Strategic & Digital Marketing at the University of Limassol. I hold a Masters in Economic and Business Administration from the Freie Universität Berlin, where I also received my PhD about University Technology Transfer in 1981.
Selected Publications
- Waldemar Pfoertsch, Kamron Naher, Tipon Tanchangtya (2025) Harnessing the Power of H2H Marketing and AI: Revolutionizing Customer Engagement Special Session, 54th edition of the Annual Conference of the European Marketing Academy (EMAC Annual Conference). June 2025
- Waldemar Pfoertsch, Tipon Tanchangya, Kamron Naher, Muhaiminul Islam (2025) Humanizing Marketing Strategies: Navigating Customer Relationships and Sustainable Business Practices in the Digital Age by Integrating H2H Marketing and Regenerative Practices AMA Academic Winter Conference, Phoenix, Arizona, USA. February 2025
- Waldemar Pfoertsch, Kejsi Sulaj (2024) Introducing 5Es Marketing-Mix: A New Framework for Effective Marketing in the Digital Age Academy of Strategic Management Journal, Vol. 23, Issue 2 (Print ISSN: 1544-1458; Online ISSN: 1939-6104) Read Article
- Waldemar Pfoertsch, Christian Koch, Philipp Brüggemann (2024) Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey In: Francisco J. MartÃnez-López, Luis F. Martinez, Philipp Brüggemann (Eds.), Advances in Digital Marketing and eCommerce, Springer DOI: 10.1007/978-3-031-62135-2_20
- Waldemar A. Pfoertsch, Julian Oppelt (2025) How Top Brands Are Dominating the Global Stage: Rise in Brand Value, Key Strategies, and Future Outlook The Branding Journal, April 4, 2025 Read Article
- Kotler, Philip; Pfoertsch, Waldemar; Ureta, Ivan; Ancarani, Fabio (2024) Humanism in Marketing: Responsible Leadership and the Human-to-Human Approach Palgrave, November 2024
- Kotler, Philip; Pfoertsch, Waldemar; Sponholz, Uwe; Sulaj, Kejsi (2024) An Instructor’s Manual to H2H Marketing Case Studies: Teach Human-to-Human Marketing Effectively Springer, Heidelberg, New York, January 2024, p. 181
- Pfoertsch, Waldemar, Kotler, Philip, Sponholz, Uwe, Haas, Max (2023). H2H Marketing: Case Studies on Human-to-Human Marketing. Springer, Heidelberg, New York
- Sulaj, Kejsi & Pfoertsch, Waldemar (2023). Purchasing Behavior: Empirical Analysis of Brand Factors Influencing Consumers of Bottled Water. European Journal of Marketing and Economics
- Pfoertsch, Waldemar, Sulaj, Kejsi, (2023). The Impact of Brand Performance and Brand Response on Customer Satisfaction: How do Brand Performance and Brand Response influence Consumer Satisfaction when Purchasing bottled Water in Durres, Albania? Global Journal of Management and Marketing Volume 7, Number 1, 19
- Pfoertsch, Waldemar, Adam-Alexander Manowicz, Michael Preikschas, (2022), Business-to-Business Marketing. Kiehl Verlag 6th edition
- Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, (2021), H2H Marketing: Putting Trust and Brand in strategic Management Focus. Academy of Strategic Management Journal, Volume 20, Special Issue 2, 1, Marketing Management and Strategic Planning 1939-6104-20-S2-82
- Kotler, Philip, Waldemar, Sponholz, Pfoertsch, Uwe (2020), H2H Marketing: The Genesis of Human-to-Human Marketing. Springer, Heidelberg, New York
PROJECTS
- Taxonomy of brand management 2000 to 2025
English (UK) 
Ελληνικά