Dr Guenther is a marketing strategy researcher (quantitative marketing) in RMIT's School of Economics, Finance and Marketing.
Dr Guenther is a marketing strategy researcher who uses econometric methods and methodology from finance research to quantify the impact of marketing investments, marketing actions, and marketing assets on firm financial performance. A key objective of his research is to understand whether and when marketing adds to firm value. His work has been published in Industrial Marketing Management and the European Journal of Marketing.
- marketing’s financial performance impact
- marketing strategy
- brand strategy, incl. business-to- business branding
- customer equity value
- other: social network analysis, innovation, digital marketing
Service to university / leadership
- Coordinator of RMIT’s Work Integrated Learning program in Marketing and Economics/Finance
- Project member in student experience improvement initiatives
- Coordinator/lecturer of Interactive Marketing in Melbourne and online (postgraduate)
- PhD in Marketing, University of Melbourne, 2014 - Academic mentors: Prof Bryan A. Lukas and Prof Christian Homburg
- German Diplom (Master of Science) in Commerce with majors in Marketing, Finance and Psychology, University of Mannheim, 2008 - Academic thesis mentors: Prof Christian Homburg and Prof Martin Klarmann
- Guenther, M.,Guenther, P. (2019). The value of branding for B2B service firms-The shareholders' perspective In: Industrial Marketing Management, 78, 88 - 101
- Guenther, P.,Guenther, M. (2018). Isolating the value-relevant part of advertising spending In: European Journal of Marketing, 52, 1625 - 1650
- Guenther, M.,Guenther, P.,Bell, S.,Robins, G. (2016). It's the strength of the ties: how multiplex social networks among frontline employees drive service performance In: Proceedings of the16th Biennial World Marketing Congress Volume XVI, Melbourne, Australia, 17-20 July, 2013