Dr Peter Guenther MSc, PhD

Lecturer/Assistant Professor in Marketing Marketing (ULMS)

About

Personal Statement

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, marketing actions, and marketing assets on firm financial performance. A key objective of his research is to understand whether and when marketing adds to firm value. His work has been published in the International Journal of Research in Marketing (ABS 4), Industrial Marketing Management (ABS 3), and the European Journal of Marketing (ABS 3).

Research interests
> marketing’s financial performance impact
> marketing strategy
> brand strategy, incl. business-to-business branding
> customer equity value
> the chief marketing officer
> additional: social network analysis, innovation, digital marketing

Prior affiliations
> University of Melbourne, Australia
> Royal Melbourne Institute of Technology (RMIT), Australia

Qualifications
> PhD in Marketing, University of Melbourne, Academic mentors: Prof Bryan A. Lukas and Prof Christian Homburg
> Diplom (German Master of Science) in Commerce with majors in Marketing, Finance and Psychology, University of Mannheim, Academic mentors: Prof Christian Homburg and Prof Martin Klarmann