Prof. Dr. Emanuel Bayer

Profil

  • 2022 – heute: Professor für BWL - Marketing Management an der DHBW Mannheim
  • 2015 – 2022: Unternehmensberater im Inhouse Consulting der Commerzbank, zuletzt als Senior Project Manager
  • 2011 – 2015: Wissenschaftlicher Mitarbeiter und Doktorand am Lehrstuhl für Electronic Commerce bei Prof. Dr. Bernd Skiera, Johann Wolfgang Goethe-Universität Frankfurt am Main, Abschluss: Dr. rer. pol. (ausgezeichnet mit Erich Gutenberg Preis für Nachwuchswissenschaftler 2015, Paul H. Repplinger-Ehrenpreis 2015, Förderpreis der HORIZONT-Stiftung 2016) 
  • 2007 – 2011: Studium des Medienmanagement an der Johannes Gutenberg-Universität Mainz, Auslandssemester an der University of California Los Angeles, Abschluss: Dipl.-Medienwirt

  • Digital Data-Driven Marketing
    • Creating Value with Data Analytics in Marketing
    • Big Data and Marketing Metrics
    • Quantitative Marketing Analytics
  • Integration der Marketing-Instrumente

  • Strategic Marketing
  • Marketing Analytics
  • Data-Driven Marketing
  • Customer Value Management
  • Marketing-Finance Interface

Google Scholar-Profil: https://scholar.google.de/citations?user=z8L3OFwAAAAJ&hl=de

ResearchGate-Profil: https://www.researchgate.net/profile/Emanuel-Bayer

ORCID-Profil: https://orcid.org/0009-0007-5927-4742

Wissenschaftliche Zeitschriften

A+

  • Van den Bulte, Christophe, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt (2018), "How Customer Referral Programs Turn Social Capital into Economic Capital," Journal of Marketing Research, 55 (1), 132-146.
  • Bayer, Emanuel, Kapil R. Tuli, and Bernd Skiera (2017), "Do Disclosures of Customer Metrics Lower Investors’ and Analysts’ Uncertainty, But Hurt Firm Performance?," Journal of Marketing Research, 54 (2), 239-259.

A

  • Bayer, Emanuel, Shuba Srinivasan, Edward Riedl, and Bernd Skiera (2020), "The Impact of Online Display Advertising and Paid Search Advertising Relative to Offline Advertising on Firm Performance and Firm Value," International Journal of Research in Marketing, 37 (4), 789-804. (Finalist of the 2020 IJRM Best Paper Award)
  • Skiera, Bernd, Emanuel Bayer, and Lisa Schöler (2017), "What Should be the Dependent Variable in Marketing-Related Event Studies?," International Journal of Research in Marketing, 34 (3), 641-659.

Zeitungen und Management-Magazine (Auswahl)

  • Van den Bulte, Christophe, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt (2019), "Maximizing the Benefits of Customer Referrals," Keller Center Research Report, 12 (4), 17-20.
  • Van den Bulte, Christophe, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt (2018), "The Upside to Gaining Customers Via Referral," Harvard Business Review, 96 (5), 32.
  • Bayer, Emanuel, Trinh Anh Nguyen und Bernd Skiera (15.02.2016), "Über ihre Kunden schweigen sie," Frankfurter Allgemeine Zeitung, S. 16. 
  • Bayer, Emanuel (2014), "Mensch oder Maschine: Wer erfasst Unternehmensveröffentlichungen am zuverlässigsten?," EFL Newsletter, 11 (4), 3-5.
  • Bayer, Emanuel and Bernd Skiera (2013), "Towards a Better Understanding: Price-to-Earnings Ratios of High-Growth Firms," EFL Quarterly, 10 (2), 6-8.

Bücher 

  • Emanuel Bayer (2015): Why Investors and Analysts Should Care About Customer Metrics and Marketing Managers About Firm Values, Dr. Kovač, Hamburg.

Aus meinem Campusleben