Professor Dr Werner Reinartz

Werner Reinartz studied Agricultural Economics at the Technical University of Munich and Business Administration at Henley Management College (U.K.). He holds a Ph.D. in Marketing from the University of Houston, U.S.A. (1999), and joined the University of Cologne as Professor of Marketing in 2007. He also serves as Director of the Center for Research in Retailing (IFH), one of the largest applied research centers in the Faculty of Management, Economics and Social Sciences. In addition, he is a Distinguished Marketing Scholar of the European Marketing Academy. Previously, he was the Cora Chaired Professor of Retailing and Management and Associate Professor of Marketing at the Institut Européen d’Administration des Affaires – INSEAD (France).

Various national and international institutions consistently rank Professor Reinartz as one of the top economists in the areas of marketing and retailing research. He has published extensively in the top journals of the field and served as co-editor at the International Journal of Research in Marketing. Furthermore, he has been long-standing area editor at the Journal of Marketing, as well as longstanding editorial board member for the Journal of Marketing, Marketing Science, International Journal of Research in Marketing, and the Journal of Retailing.

His research interest is at the intersection of Customer-Relationship-Management, digital marketing, retailing, sales, and advertising. In particular, he is interested in the questions of how firms can compete successfully in mature markets, marketing mix efficiency and effectiveness, and the successful management of lasting, profitable customer relationships.