Profile picture of Werner Reinartz

Werner Reinartz

University of Cologne

Professor of Marketing


Werner Reinartz is Chaired Professor of Marketing at the University of Cologne, and the Director of the Center for Research in Retailing (IFH), Germany. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston (1999). He is a leading academic voice on how firms interact with their customers. His research interest is at the intersection of marketing strategy, CRM, digital marketing, and retailing. 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. His work in these domains has been recognized with major academic awards, such as the AMA Doctoral Dissertation Award, the Don Lehmann Award, twice the MSI/Paul Root Award, the Varadarajan Award for Early Career Contributions, the Sheth Foundation/Journal of Marketing Award for long-term contribution to the marketing discipline, the IJRM J.B. Steenkamp Award for Long-Term Impact, and the ISBM-David Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing. He is one of the highest-cited researchers in marketing academia outside the US and is regularly listed amongst the top-economists in Germany. Werner has been a co-editor at the International Journal of Research in Marketing and longstanding area editor and ERB member for many top marketing journals. He is the author of the widely used Springer text-book “CRM – Concept, Strategy, and Tools”. His practice-oriented research has been reflected in more than 25 publications in the Harvard Business Press System.

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