About
Dr Peter Guenther is a marketing strategy researcher specialising in quantitative marketing. He uses econometric methods and methodologies 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, when, and how 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 among the top UK marketing academics on mktbig15.com: #12 based on publications in the 15 leading academic marketing journals and #9 based on publications in ABDC A* marketing journals, out of approximately 1,500–2,000 academics considered for the rankings. 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 at Hamburg University of Technology and serves on the Editorial Review Board of Industrial Marketing Management. He is also Guest Editor for the journal’s Special Issue “The Future of B2B Marketing Communication: New Approaches, Touchpoints, and Theoretical Frontiers”. He has recently been appointed by the Imperial College London Senate as External Examiner for quality assurance across three Master’s-level programmes for a four-year term. He recently served as Acting Director of Research for the Marketing Group at the University of Liverpool Management School and has received awards and commendations recognising excellence in research and teaching. His recent external engagement includes the Australian Accounting Standards Board and Nissan Chemical Corporation (日産化学), a Nikkei 225 company.
| Research interests
▸ marketing strategy
▸ marketing’s financial performance impact
▸ marketing (asset) reporting and accountability
▸ business-to-business advertising and branding
▸ digital marketing
▸ methods
| Prospective PhD students
Feel free to contact me if you are interested in quantitative marketing strategy, marketing accountability, B2B marketing, or digital marketing. I am particularly keen to hear from applicants with solid quantitative training who are interested in using secondary data, firm-level datasets, and econometric methods to study the financial-performance impact of marketing.
| Prior affiliations
▸ University of Melbourne, Australia
▸ Royal Melbourne Institute of Technology (RMIT), Australia
| Qualifications
▸ PhD in Marketing. University of Melbourne, Australia
▸ Master of Science in Commerce with majors in Marketing, Finance, and Psychology. University of Mannheim, Germany