Miriam Guenther

Dr. Miriam Guenther is a Senior Lecturer in Marketing at the University of Liverpool Management School, UK. She holds a PhD in Marketing from the University of Melbourne, Australia. Her research focuses on strategic marketing in business-to-business contexts, with expertise in marketing-finance interfaces, service marketing, and social networks.

Her work emphasizes methodological rigor, particularly in partial least squares structural equation modeling (PLS-SEM) and propensity score modeling. She has published in top-tier journals such as Journal of Marketing and Industrial Marketing Management, addressing topics like marketing accountability, advertising effectiveness, and brand activism's societal impacts. She is affiliated with the Liverpool Advanced Methods for Big Data Analytics (LAMBDA) Research Centre.

Teaching responsibilities include modules on consumer insight research and marketing analytics. Her recent publications (2023–2025) demonstrate a focus on advancing quantitative methods in B2B marketing while exploring contemporary challenges in brand activism and marketing-finance integration.