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Prof. Dr. Carsten Baumgarth

Professor of Brand Management

Prof. Dr. Carsten Baumgarth

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B*lab Reports

We publish current research in our new workin paper series B*lab Reports.

  • Baumgarth, C., Kirkby, A., & Lambrecht, A. (2021): End of the AI Brand Winter- Artificial Intelligence in Brand Management, Berlin. 
  • Baumgarth, C. (Ed.) (2021): Special Issue „Innovative Brand Management II“, Berlin.
  • Baumgarth, C. (Ed.) (2020): Special Issue “Innovative Brand Management I”, Berlin.
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