Dr Peter Guenther MSc, PhD

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, 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*).

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