Prof. Werner ReinartzWerner Reinartz is a Professor of Marketing at the University of Cologne, and the Director of the Center for Research in Retailing (IFH), Germany. Furthermore, he is the speaker of the research initiative “Digital Transformation and Value Creation” at the University of Cologne. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston (1999).
He has published extensively in journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Retailing, International Journal of Research in Marketing, and Journal of Service Research. In addition, his research was presented in five different feature articles in Harvard Business Review. He is currently co-editor of the International Journal of Research in Marketing. Furthermore, he has been active as area-editor at the Journal of Marketing as well as a longstanding member of the editorial boards of many top-journals of our field. His textbook on Customer Relationship Management (co-authored with V. Kumar) is the leading text in the field. Professor Reinartz has worked with a large number of international companies and he has conducted extensively executive training programs for many Fortune500 and EuroStoxx50 companies.