Christof Backhaus

Christof Backhaus

Professor and Chair in Marketing

Christof joined Aston Business School as a Professor and Chair in Marketing in September 2016. Before, he worked as an Assistant Professor at the Universities of Dortmund, Bochum and Braunschweig in Germany, and as a Professor of Marketing at Newcastle University Business School. 

His research interest lies primarily in the field of Retail and Services Marketing and Management. His work in these domains has been published in international marketing journals such as the Journal of Business Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Small Business Management, Industrial Marketing Management, International Marketing Review, and Psychology & Marketing.

In order to ensure that his research activities are of practical relevance, he regularly collaborates with companies and industry associations such as Allianz SE, IACCM, Vodafone D2 GmbH, and Volkswagen AG to help resolve issues in the areas of service innovation, customer and partner relationship management, marketing control & monitoring, and sponsorship management.

Research Interests

Retailing & Services Management

Relationship Development in Services Networks
Retail Strategy
Management of Service Innovation Processes
Services Design 
Network Governance
Performance-based Contracting 

Services Marketing

Services Branding
Services Communication 
International Services Branding
Mobility Services

CRM and Sales Management

Loyalty Program Management
Marketing-/Sales-Interface Management
Management of Frontline Employees 
Sponsorship Management


2018: Senior Fellow of The Higher Education Academy.
2008: PhD in Business Administration, University of Muenster.
2005: MA equivalent (Diplom-Kaufmann), University of Muenster.