Dr Peter Guenther MSc, PhD
Lecturer/Assistant Professor in Marketing Marketing (ULMS)
- Work email Peter.Guenther@liverpool.ac.uk
Publications
Selected Publications
- The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)
2021
The complex firm financial effects of customer satisfaction improvements (Journal article)
Guenther, M., & Guenther, P. (n.d.). The complex firm financial effects of customer satisfaction improvements. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2020.10.003
2020
Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence (Journal article)
Guenther, M., & Guenther, P. (2020). Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence. Industrial Marketing Management, 87, 76-89. doi:10.1016/j.indmarman.2020.02.019
2019
The value of branding for B2B service firms—The shareholders' perspective (Journal article)
Guenther, M., & Guenther, P. (2019). The value of branding for B2B service firms—The shareholders' perspective. Industrial Marketing Management, 78, 88-101. doi:10.1016/j.indmarman.2017.11.013
2018
Isolating the value-relevant part of advertising spending (Journal article)
Guenther, P., & Guenther, M. (2018). Isolating the value-relevant part of advertising spending. European Journal of Marketing, 52(7/8), 1625-1650. doi:10.1108/ejm-02-2017-0114
2015
It's the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance (Conference Paper)
Guenther, M., Guenther, P., Bell, S. J., & Robins, G. L. (2015). It's the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance. In Proceedings of the 16th Biennial World Marketing Congress Vol. XVI (pp. 149-155). Louisiana, United States: Academy of Marketing Science.