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 leading journals including 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 the European Journal of Marketing (ABS/AJG 3, ABDC A*).
He is ranked #12 (#8) among UK marketing academics based on publications in the 15 leading (ABDC A*) academic marketing journals (mktbig15.com; author rankings since 2018). Moreover, he has authored the most-cited article in Industrial Marketing Management in recent years.
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. He is also Acting Director of Research (interim) for the Marketing Group at the University of Liverpool Management School. He has received awards and commendations recognising excellence in research and teaching.
Research interests
> marketing’s financial performance impact
> marketing (asset) reporting and 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