Peter Guenther

Dr. Peter Guenther is a Visiting Professorial Fellow at the Institute of Management and Decision Sciences (MDS) at Hamburg University of Technology (TUHH), specializing in marketing strategy and quantitative methods. His research focuses on quantifying marketing's impact on financial performance, marketing asset accountability, business-to-business advertising, and digital marketing. He holds a PhD in Marketing from the University of Melbourne and a Diplom (German Master) in Commerce from the University of Mannheim.

Key research interests include understanding marketing's financial value, improving PLS-SEM methodologies in business research, and analyzing B2B advertising dynamics. His work has been published in top-tier journals such as the Journal of Marketing, International Journal of Research in Marketing, and Industrial Marketing Management. He serves on the Editorial Review Board of Industrial Marketing Management.

Dr. Guenther has prior affiliations with the University of Melbourne and RMIT (Australia). He contributes to the Liverpool Advanced Methods for Big Data Analytics (LAMBDA) Research Centre and teaches modules like 'Consumer Insight Research' and 'Marketing & Digital Analytics.'