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Peter Guenther

Dr Peter Guenther
MSc, PhD

Senior Lecturer (Associate Professor) in Marketing and Visiting Professorial Fellow at the Institute of Management and Decision Sciences (MDS) at Hamburg University of Technology (TUHH), Germany
Marketing (ULMS)

Contact

Peter.Guenther@liverpool.ac.uk

+44 (0)151 795 1430

About

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*). He is a Visiting Professorial Fellow at the Institute of Management and Decision Sciences (MDS) at Hamburg University of Technology (TUHH).

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