Alexander Bleier

Assistant Professor of MarketingJuniorprofessor für Marketing

Frankfurt School of Finance & Management

Alexander Bleier is Assistant Professor of Marketing at the Frankfurt School of Finance & Management. Prior to joining the Frankfurt School in July 2018, he was a faculty member at Boston College. Alex received his Ph.D. from the University of Cologne. Before entering academia, he gained practical experience with two top-management consultancies and a major retail and banking system provider in Germany as well as the German-Argentine Chamber of Industry and Commerce in Buenos Aires, Argentina.

Alex’s primary research interests lie at the intersection of digital marketing, customer relationship management, and consumer decision-making. A particular focus concerns the investigation of marketing communication and personalization strategies. His work has appeared in leading academic and practitioner journals such as Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Harvard Business Review, and Harvard Business Manager.

Alexander Bleier ist Juniorprofessor für Marketing an der Frankfurt School of Finance & Management. Bevor er im Juli 2018 an die Frankfurt School kam, war er Assistant Professor am Boston College. Seinen Ph.D. absolvierte Alex an der Universität zu Köln. Zuvor sammelte er bei zwei internationalen Topmanagement Beratungen und einem führenden Retail- und Banking-Systems Anbieter in Deutschland sowie der Deutsch-Argentinischen Industrie- und Handelskammer in Buenos Aires, Argentinien, praktische Erfahrungen.

Alex‘ primäre Forschungsinteressensgebiete liegen an der Schnittstelle von digitalem Marketing, Kundenmanagement und Konsumentenentscheidungsverhalten. Einen besonderen Schwerpunkt bildet die Untersuchung von marketinggetriebenen Kommunikations- und Personalisierungsstrategien. Seine Forschung wurde in führenden wissenschaftlich- und praxisorientierten Zeitschriften wie etwa Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Harvard Business Review und Harvard Business Manager veröffentlicht.

ResearchForschung

Journal Articles

  • Privacy Concerns and the Future of Data-Based Innovation and Marketing
    Alexander Bleier, Avi Goldfarb, and Catherine Tucker
    International Journal of Research in Marketing (2020)
    [Journal] [SSRN]
  • Company Worth Keeping: Personal Control and Preferences for Brand Leaders
    Joshua T. Beck, Ryan Rahinel, and Alexander Bleier
    Journal of Consumer Research (2020)
    [Journal]
  • Improving Customer Profit Predictions with Customer Mindset Metrics Through Multiple Overimputation
    Rajkumar Venkatesan, Alexander Bleier, Werner Reinartz, and Nalini Ravishanker
    Journal of the Academy of Marketing Science (2019)
    [Journal]
    • Lead Article
  • Creating Effective Online Customer Experiences
    Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier
    Journal of Marketing (2019)
    [Journal]
    • Finalist MSI/H. Paul Root Award 2019
    • Finalist VHB Best Paper Award 2020
    • Featured on SiriusXM Business Radio, May 2019
  • Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where
    Alexander Bleier and Maik Eisenbeiss
    Marketing Science (2015)
    [Journal]
    • 7th most cited article published in Marketing Science between 2014-2018
    • Finalist VHB Best Paper Award 2015
  • The Importance of Trust for Personalized Online Advertising
    Alexander Bleier and Maik Eisenbeiss
    Journal of Retailing (2015)
    [Journal]
    • 12th most cited article published in Journal of Retailing between 2014-2018

Book Chapters

  • Customer Engagement through Personalization and Customization
    Alexander Bleier, Arne de Keyser, and Katrien Verleye
    In: Customer Engagement Marketing (2018), Robert W. Palmatier, V. Kumar, and Colleen M. Harmeling (eds.), London, UK: Palgrave Macmillan
  • CRM im Handel–Bestimmungsfaktoren und Grundlagen
    Maik Eisenbeiss and Alexander Bleier
    In: Handbuch Handel (2013), Joachim Zentes, Bernhard Swoboda, Dirk Morschett, and Hanna Schramm-Klein (eds.), 2nd Edition, Wiesbaden: Gabler

Other Publications

  • Reclaiming Competitive Advantage with Web Design
    Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier
    Keller Center Research Report (2020)
    [Journal]
  • How to Design Product Pages that Increase Online Sales
    Colleen M. Harmeling, Alexander Bleier, and Robert W. Palmatier
    Harvard Business Review, online (2019)
    [Journal]
  • How Firms Can Shape the Customer Experience for Greater Success in Online Retailing
    Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier
    Marketing Science Institute (MSI) Working Paper Series (2017)
    [Journal]
  • Lieber nicht zu persönlich werden
    Maik Eisenbeiss and Alexander Bleier
    Harvard Business Manager (2017)

Working Papers

  • Online Program Engagement and Viewer Retention during Television Ads
    Beth L. Fossen and Alexander Bleier
    (2020), conditionally accepted at Journal of the Academy of Marketing Science
  • Influencer Follower Count and Social Media Engagement
    Simone Wies, Alexander Bleier, and Alexander Edeling
    (2020), under revision for 2nd round review at Journal of Marketing

Work in Progress

  • Horizontal and Vertical Software Multihoming on Entertainment Platforms
    With Nico Wiegand and Yuri Peers
  • How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising
    With Sebastian A. Schubach and Jan H. Schumann
  • The Role of Retargeting in Shaping Consumers’ Shopping Behavior
    With Thomas Scholdra and Maik Eisenbeiss

TeachingLehre

Managerial Data Science

This course introduces students to the basic concepts of descriptive statistics, distributions, hypothesis testing, linear regression, and machine learning.

Program Co-taught with
Master in Management Prof. Dr.
Jens Witkowski

Managerial Data Science

This course introduces students to the basic concepts of descriptive and predictive linear and logistic regression.

Program
Full-time and part-time MBA

Marketing Analytics

This course introduces students to advanced concepts of linear regression as well as basic concepts of logistic regression, cluster analysis, conjoint analysis, and forecasting.

Program
Master in Management

Market Research

This course introduces students to basic concepts of descriptive and predictive linear regression, logistic regression, cluster analysis, conjoint analysis, and forecasting.

Program
Bachelor of Science

Contact MeKontakt

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