assistant professor - marketing department
Ph.D., University of Cologne, Germany
Dipl.-Kfm., Goethe University Frankfurt, Germany
Professor Alexander Bleier’s primary research interests lie in the intersection of digital marketing, customer relationship management and consumer decision making. He is particularly interested in the success drivers of targeting and personalization within the online environment. His objective is to derive meaningful results that both advance the academic literature as well as provide firms with important insights to improve their business strategies.
He currently teaches Marketing Information Analytics at the undergraduate and graduate level.
- Bleier, Alexander and Maik Eisenbeiss, “Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where,” Marketing Science, 34 (5), 669–688.
- Bleier, Alexander and Maik Eisenbeiss (2015), “The Importance of Trust for Personalized Online Advertising,” Journal of Retailing, 91 (3), 390–409.
Prior to receiving his Ph.D., Professor Bleier gained business experience at two international top management consulting firms as well as a world-leading provider of retail banking IT solutions in Germany. He also worked for the German-Argentine Chamber of Industry and Commerce in Buenos Aires, Argentina.