Thorsten Wiesel

Thorsten Wiesel is a Full Professor of Marketing at the University of Münster’s Marketing Center Münster (MCM), leading the Chair of Value-Based Marketing. He holds a PhD from Goethe University Frankfurt and has held academic positions at the University of Groningen (Associate Professor) and VU Amsterdam (Assistant Professor). His research focuses on Strategic Marketing, Marketing-Finance Interface, Performance Measurement, and Digital Marketing. He has published in top-tier journals like Journal of Marketing and Marketing Science, and his work has been recognized with awards such as the MSI/H. Paul Root Award and INFORMS Marketing Science Practice Price.

Education:

• 2006: PhD in Frankfurt/Main
• 1997–2002: Diplom-Kaufmann (Business Degree), Frankfurt/Main

Research Interests: His work bridges marketing and finance, emphasizing customer equity, digital strategies, and performance metrics. Key themes include strategic emphasis shifts, online advertising effectiveness, and consumer confidence impacts on loyalty.

Awards:

• Davidson Award (2018)
• Finalist MSI/H. Paul Root Award (2008, 2012)
• INFORMS Marketing Science Practice Price (2010)

Advising & Labs: Leads the REACH Start-Up Center funded by NRW State, fostering student entrepreneurship. Advises PhD students through the IWM Doctoral Colloquium.