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Klaus Heine

  • Dr.
  • Researcher
  • Technische Universitaet Berlin
  • 6h-indexImpact measure calculated using publication and citation counts. Updated daily.
  • 191CitationsNumber of citations received by Klaus's publications. Updated daily.

Recent publications

  • Is Science Luxury Marketing? - Lessons Learned from Marketing the “The Concept of Luxury Brands”

    • Heine K
  • Impact of Social Media on Luxury Fashion Brand Perceptions and Purchase Intentions

    • Phan M
    • Heine K
    • Thomas R

Professional experience


Technische Universitaet Berlin

October 2004 - Present

Research interests


Klaus Heine studied Business Administration with a focus on marketing and human resources at Technical University of Berlin (TUB) and Macquarie University in Sydney. He wrote his Master (diploma) thesis at ThyssenKrupp Asia/Pacific in Shanghai about the marketing of European product innovations in China and his doctoral dissertation at TUB about the identity of luxury brands. He is currently working as a researcher and lecturer at the chair of marketing at TUB and as an independent consultant specializing in luxury brand management. He conducted qualitative and quantitative luxury consumer surveys in Europe and on-site in China and published his research results in scientific and business conferences and international journals. His research initiated a broad press coverage in Germany with articles for instance in Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. Dr. Heine worked for the consulting company trommsdorff + drüner, which is affiliated with the marketing chair, and also on various independent consulting projects, which includes, amongst others, the Luxury Institute New York and Mont Charles de Monaco. He gained international marketing experience at global companies in Europe and Asia and cooperated with leading German luxury brands such as Glashütte Original, Meissen, Mercedes Benz/Daimler, Poggenpohl and Robbe & Berking. Moreover, he was the marketing lecturer at Berlin Advanced Technical College of arts (BTK) and lecturer at the Berlin School of Economics and Law (HWR). In addition, he delivers management training at the Deutsche Verpackungsinstitut (German Packaging Institute). He developed and instructed the first luxury marketing course at a German university at TUB and has lectured about luxury brand management at leading universities worldwide including: ESSEC Business School in Paris, International University of Monaco, University of Cape Town, University of Stellenbosch and Tongji University Shanghai. Email: klaus [dot] heine [at] conceptofluxurybrands [dot] com


Co-authors (8)

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