Research focuses

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

Curriculum vitae

• 2011-current: Professor of Marketing Science and Analytics, University of Cologne

• 2014-2020: Professor of Marketing, UTS Business School, University of Technology Sydney (senior international faculty)

• 2015-current: Morrison Faculty Fellow, The Anderson Graduate School of Management at UCLA, Los Angeles

• 2007-2010: Professor of Marketing and Services, University of Passau

• 2004-2007: Assistant Professor, Marketing, Christian-Albrechts-University at Kiel

• 2003-2004: Visiting Scholar, The Anderson Graduate School of Management at UCLA, Los Angeles

• 2002-2003: Assistant Professor, Marketing, Christian-Albrechts-University at Kiel

• 2001-2002: Associate Consultant, McKinsey&Company, Berlin

• 1996-2001: Research Assistant, Marketing, University of Mannheim

Selected publications

Steenkamp, Jan-Benedict E.M., Marc Fischer, Kelly L. Haws, Maura L. Scott, and Rebecca J. Slotegraaf (2026), “Cementing JM’s Impact on the Marketing Ecosystem: Advancing Big Ideas,” Journal of Marketing, 90 (1), 1-8.

Fischer, Marc and Simone Wies (2025), “Accessing the Untapped Brand Leverage Potential – A Capital Market View,” Management Science, 71 (3), 2011-2034.

Stäbler, Samuel and Marc Fischer (2020), “When Does Corporate Social Irresponsibility Become News? Evidence from More than 1,000 Brand Transgressions Across Five Countries,” Journal of Marketing, 84 (3), 46-67.

Fischer, Marc (2019), “Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz,” Marketing Science, 38 (2), 343-359.

Edeling, Alexander and Marc Fischer (2016), “Marketing’s Impact on Firm Value – Generalizations from a Meta-analysis,” Journal of Marketing Research, 53 (August), 515-534.

Fischer, Marc, Hyun Shin, and Dominique M. Hanssens (2016), “Brand Performance Volatility from Marketing Spending,” Management Science, 62 (1), 197-215.

Spann, Martin, Marc Fischer, and Gerard J. Tellis (2015), “Skimming or Penetration? Strategic Dynamic Pricing for New Products,” Marketing Science, 34 (2), 235-249.

Fischer, Marc, Sönke Albers, Nils Wagner, and Monika Frie (2011), “Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities,” Marketing Science, 30 (4), 568-585.

Fischer, Marc, Franziska Völckner, and Henrik Sattler (2010), “How Important Are Brands? A Cross-category, Cross-country Study,” Journal of Marketing Research, 47 (October), 823-839.

Fischer, Marc and Sönke Albers (2010), “Patient- or Physician-Oriented Marketing: What Drives Primary Demand for Prescription Drugs?,” Journal of Marketing Research, 47 (February), 103-121.

Research awards and honors

2020: Finalist for the 2020 AMA/MSI/H. Paul Root Award, Journal of Marketing

2020: Runner-up for the 2020 Lehmann Award for the best dissertation-based article in Journal of Marketing and Journal of Marketing Research

2017: Finalist for the 2017 Paul E. Green Award, Journal of Marketing Research

2016: Finalist in the 2016 Gary. L. Lilien ISMS-MSI Practice Prize competition for outstanding implementation of marketing science concepts and methods, Marketing Science

2011: Winner of the VHB Best Paper Award 2011 (Highest research honor from German Academic Association for Business Research)

2010: Winner of the 2009-2010 Gary. L. Lilien ISMS-MSI Practice Prize competition for outstanding implementation of marketing science concepts and methods, Marketing Science

2010: Finalist in the 2010 INFORMS Franz Edelman Award competition on achievements in operations research

2004: Winner of the Erich Gutenberg Prize, Award for Leading Emerging Researcher in Business Administration in Germany

Selected services (external)

2022-current: Chair and founding member of the Schmalenbach Working Committee “Marketing Performance Analytics” with top marketing executives

2021-2026: Co-Spokesperson of Consortium BERD@NFDI – NFDI for Business, Economic and Related Data, DFG Grant: EUR 15,000,000 

2019-current: Member of the Advisory Board of Analyx GmbH, Berlin

2012-2016: Member of the Advisory Board of YouGov Deutschland AG, Cologne

2011-current: Founding member of the Advisory Council of the Marketing Accountability Standards Board (MASB), Chicago

Selected services (internal)

2022-current: Member of the Rector’s Advisory Commission on “Bonus and Incentive System”, University of Cologne

2021-2023: Elected member of the Faculty Commission (‘Engere Fakultät’), Faculty of Management, Economics, and Social Sciences

2021-2023: Member of the Dean’s advisory council, Faculty of Management, Economics, and Social Sciences

2021-2023: Area speaker, Marketing Area

2020-current: Co-leader of Key Research Initiative “Analytics and Transformation”

2017-current: CEMS Academic Director and program director, Master in International Management: CEMS network is a global alliance of 34 leading business schools in 33 countries, 74 multinational corporations, and 7 social partners, which together offer the CEMS Master’s in International Management (consistently ranked among Top 3 of international masters programs by Financial Times)

2017-2019: Elected member of the Faculty Commission (‘Engere Fakultät’), Faculty of Management, Economics, and Social Sciences

2017-2019: Member of the Dean’s advisory council, Faculty of Management, Economics, and Social Sciences

2017-2019: Area speaker, Marketing Area

2013-2016: Speaker of UoC Forum Research Initiative “Value Creation in a Changing Customer and Media Environment”, funded by the German Excellence Initiative