About
Dr Miriam Guenther is a Senior Lecturer in Marketing (Associate Professor) at the University of Liverpool Management School. Her research and teaching focus on marketing strategy, marketing accountability, business-to-business marketing, and marketing analytics, with particular expertise in understanding how marketing investments create value for firms. She received her PhD in Marketing from the University of Melbourne and holds a Master of International Business from Macquarie University, Australia.
Miriam’s research lies at the intersection of marketing strategy, marketing accountability, and business-to-business (B2B) marketing. Her research examines how marketing creates value for firms and how that value can be made more visible through external reporting. In particular, she investigates how firms manage, measure, and report marketing assets and investments—such as brands, customer relationships, and advertising—and how these practices affect marketing effectiveness, corporate governance, and firm value.
A second stream of her research focuses on advertising and branding in B2B markets, with particular emphasis on their sales, financial, and risk implications. Across both streams, Miriam uses large-scale secondary data and advanced quantitative methods to generate insights relevant to managers, investors, and policymakers.
Miriam’s work has been published in leading international journals, including the Journal of Marketing, International Journal of Research in Marketing, and Industrial Marketing Management. Her research output places her among the top 15 UK-based authors in the MKTBig15 ranking. She currently serves as Executive Guest Editor of a special issue of Industrial Marketing Management on the “Future of B2B Marketing Communication” and is a member of the journal’s Editorial Review Board.
Miriam teaches across marketing analytics, market research, marketing strategy, and related areas at undergraduate and postgraduate levels. She has led the development and delivery of a range of marketing modules, with particular expertise in analytics and data-driven marketing education. Her teaching focuses on helping students translate data and analytical methods into strategic marketing decisions and actionable managerial insights, using applied datasets, cases, and experiential learning approaches. She is a Fellow of the Higher Education Academy and also supervises PhD students, MSc dissertations, and consultancy projects, as well as contributing to the independent progress assessment of doctoral students.
Prospective PhD students interested in marketing strategy, marketing accountability, B2B marketing, or related areas are warmly invited to get in touch with Miriam.