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Werner Reinartz


Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany, Distinguished Marketing Scholar of the European Marketing Academy and Academic Fellow of the Marketing Science Institute (MSI). He is Vice-Rector of the University of Cologne responsible for the activities around ‘Transfer to society’ and Director of Center for Research in Retailing (IFH e.V.), one of the largest applied research centers in the Faculty of Management and Economics. Previously, he was the Cora Chaired Professor of Retailing and Management at INSEAD, France. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston.

He is a leading academic voice on how firms interact with their customers. His research interest is at the intersection of CRM, 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.

His work has left a keen footprint in an academic context: he is one of the highest-cited scholars in top marketing journals outside the US and in terms of research productivity among the very top ranked economists (Wirtschaftswoche, Handelsblatt, J. of Marketing). In the Stanford global citation ranking, he regularly lists among the top 2% globally in business & management research. His total Google scholar citation count is 26418 and his research citation g-index is 160 ( The Frankfurter Allgemeine Zeitung (FAZ) lists him consistently as one of the top economists in German-speaking countries.

Werner is co-organizer of the AMA Marketing Strategy Consortium 2024.

Contact information

Werner Reinartz
University of Cologne