Dr Heiko Frenzen

Marketing Group

I joined Aston Business School in September 2012, having spent the previous two years as a Post-Doctoral Fellow at the Sales Excellence Institute in the Bauer College of Business, University of Houston, Texas (USA). Prior to that, I completed my doctoral degree in Marketing at WHU – Otto Beisheim School of Management in Vallendar and worked as a Post-Doctoral Researcher at the University of Münster in Germany. 

My main research focuses on various organizational issues in sales management such as team selling and sales force compensation and control. In a second stream of research, I look at direct marketing issues and at the interplay between direct marketing and personal selling. I am also currently serving as the Managing Editor of the Journal of Personal Selling & Sales Management.

My research activities are strongly motivated by the desire to work with companies on managerially relevant problems and to deliver results that will ultimately help companies improve their existing practices and strategies.

Position: Lecturer
Email: h.frenzen@aston.ac.uk
Phone Number: +44(0)121 204 4907
Room Number: ABS 230

Post-Doctoral Fellow at the Sales Excellence Institute, Bauer College of Business
University of Houston – Houston, TX (USA)

Post-Doctoral Researcher at the Marketing Department
University of Münster – Münster (Germany)

Visiting Scholar at the Marketing Department
J.L. Kellogg School of Management, Northwestern University – Evanston, IL (USA)

Doctorate in Marketing (Dr. rer. pol.)
Dissertation: “Sales Teams: Their Design and Factors for Success” (Advisor: Manfred Krafft)  
WHU – Otto Beisheim Graduate School of Management – Vallendar (Germany)

Master of Science in Business Administration 
Master Thesis: “An Empirical Investigation of Behavior-Based and Outcome-Based Sales Force Control Systems” (Advisor: Sönke Albers)
Christian-Albrechts-University – Kiel (Germany)

Exchange Student in Master’s Program in International Business (MIB Program)
Norwegian School of Economics and Business Administration – Bergen (Norway)

  • Sales Force Management
  • Business-to-Business Marketing
  • Management of Teams
  • Direct Marketing



  • Frenzen, Heiko (2009): Teams im Vertrieb – Gestaltung und Erfolgswirkungen [Sales Teams – Their Design and Facors for Succes] , Wiesbaden: Gabler.


Articles in Journals with Review

  • Feld, Sebastian, Heiko Frenzen, Manfred Krafft, Kay Peters, and Peter C. Verhoef (2013): The Effect of Mailing Design Characteristics on Direct Mail Campaign Effectiveness, in: International Journal of Research Marketing (IJRM), Vol. 30 (2), forthcoming
  • Frenzen, Heiko, Ann-Kristin Hansen, Manfred Krafft, Murali K. Mantrala, and Simone Schmidt (2010): Delegation of Pricing Authority to the Sales Force: An Agency-Theoretic Perspective of Its Determinants and Impact on Performance, in: International Journal of Research in Marketing (IJRM), Vol. 27 (1), 58-68.
  • Peters, Kay, Heiko Frenzen und Sebastian Feld (2007): Die Optimierung der Öffnungsquote von Direct-Mailings – Eine empirische Analyse am Beispiel von Finanzdienstleistern [The Optimization of Opening Rates of Direct Mails – An Empirical Analysis Based on Financial Service Providers], in: Zeitschrift für Betriebswirtschaft, Vol. 77, 143-176.


Book chapters

  • Frenzen, Heiko und Manfred Krafft (2008): Logistische Regression und Diskriminanzanalyse [Logistic Regression and Discriminant Analysis], in: Herrmann, Andreas, Christian Homburg, and Martin Klarmann (eds.): Handbuch Marktforschung - Methoden, Anwendungen, Praxisbeispiele, Wiesbaden: Gabler, 607-649.
  • Frenzen, Heiko, Manfred Krafft, and Kay Peters (2007): Direktmarketing auf Industriegütermärkten: Bestandsaufnahme, Forschungsfelder und methodische Anforderungen [Direct Marketing on Industrial Goods Markets: State-of-the Art, Research Opportunities, and Methodological Requirements], in: Büschken, Joachim, Markus Voeth und Rolf Weiber (eds.): Innovationen für das Industriegütermarketing: Festschrift für Prof. Dr. Dr. h.c. Klaus Backhaus zum 60. Geburtstag, Stuttgart: Schäffer-Poeschel, 381 – 404.
  • Krafft, Manfred and Heiko Frenzen (2006): Vertriebscontrolling [Sales Accounting], in: Reinecke, Sven and Torsten Tomczak (eds.): Handbuch Marketingcontrolling: Effektivität und Effizienz einer marktorientierten Unternehmensführung, 2nd ed., Wiesbaden: Gabler, 611 – 639.
  • Frenzen, Heiko and Manfred Krafft (2004): Vertriebssteuerung [Sales Force Control], in: Backhaus, Klaus and Markus Voeth (eds.): Handbuch Industriegütermarketing: Strategien – Instrumente – Anwendungen, Wiesbaden: Gabler, 863 – 890.

Employable Graduates; Exploitable Research