Research Interests

• Conceptual and empirical research that demonstrates the marketing impact on bottom-line results and firm value (marketing performance management)
• Marketing-mix optimization
• Brand management
• Market response models/econometric modeling

Curriculum Vitae

Dr. Marc Fischer is Professor of Marketing Science and Analytics at the University of Cologne. His expertise includes the measurement and management of marketing performance, brand management and the optimization of marketing mix. He received his PhD from the Faculty of Business at the University of Mannheim and his habilitation from the Faculty of Economics and Social Sciences at the Christian-Albrechts-University at Kiel. Dr. Fischer is Morrison Faculty Fellow at the Anderson Graduate School of Management at UCLA, Los Angeles. He is currently academic director of CEMS-MIM at the University of Cologne, which is a globally leading master program involving 33 top universities from 32 countries around the world.

His articles have appeared in Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Quantitative Marketing and Economics, International Journal of Research in Marketing, Interfaces, and other academic journals. Six articles won major awards or were finalists. Dr. Fischer won the 2009-2010 ISMS-MSI Practice Prize and was a finalist in the 2016 competition. He was also finalist for the 2017 Paul E. Green Award (Journal of Marketing Research) and the 2010 Franz Edelman Award competition on achievements in operations research. He has been awarded with the "VHB Best Paper Award 2011" and was a finalist in 2010. Dr. Fischer is Associate Editor of the Journal of Marketing and member of the Editorial Review Boards at Journal of Consumer Research and International Journal of Research in Marketing. He serves as Department Editor Marketing for Business Research and was co-editor of Business Administration Review (DBW) from 2013-2017.

Business Expertise

In 2001 and 2002, Dr. Fischer suspended his academic career to assume a position as associate at McKinsey&Company. Since then he has been consulting with many firms from diverse industries such as automotive, pharmaceuticals, public transportation, media/entertainment, financial services, market research services, retail, consumer-packaged goods, logistics services, and business services. He also served as expert witness for international law firms, especially in matters of branding.

In 2010, he joined the Marketing Accountability Standards Board (MASB) in Chicago where he is a founding member of the Advisory Council. Dr. Fischer is member of the advisory boards of Analyx (Berlin), cpi consulting (Berlin), and the Center for Brand Management and Marketing (ZMM) in Hamburg. He served on the advisory board of YouGov AG (Cologne) and was executive director of a German-speaking business study program at the University of Management at Moscow and served as executive director of the Center for Market Research at the Institute for Market Research and Economic Research in Passau.

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