About
Dr Peter Guenther is a marketing strategy researcher (quantitative marketing) who uses econometric methods and methodology from finance research to quantify the impact of marketing investments, actions, assets, and reporting/accountability on firms' financial performance. A key objective of his research is to understand whether and when marketing adds value. His work has been published in the Journal of Marketing (ABS/AJG 4*, ABDC A*, FT50), International Journal of Research in Marketing (ABS/AJG 4, ABDC A*), Industrial Marketing Management (ABS/AJG 3, ABDC A*), and European Journal of Marketing (ABS/AJG 3, ABDC A*). Peter is a Visiting Professorial Fellow at the Institute of Management and Decision Sciences (MDS) at Hamburg University of Technology (TUHH) and serves on the Editorial Review Board of Industrial Marketing Management.
Research interests
> marketing’s financial performance impact
> marketing (asset) reporting / accountability
> business-to-business advertising and branding
> digital marketing
> methods
Prior affiliations
> University of Melbourne, Australia
> Royal Melbourne Institute of Technology (RMIT), Australia
Qualifications
> PhD in Marketing. University of Melbourne, Australia
> Diplom (German Master of Science) in Commerce with majors in Marketing, Finance, and Psychology. University of Mannheim, Germany