Thomas Gruen

Thomas Gruen

Phone: (603) 862-3360
Office: Marketing, Paul College Rm 370A, Durham, NH 03824

Tom Gruen serves as professor of marketing and department chair at the University of New Hampshire (USA). Previously he was on the marketing faculty at the University of Colorado at Colorado Springs from 2001-2011, and the marketing faculty of the Goizueta Business School at Emory University from 1996-2001. He holds Ph.D., MS, and MBA degrees in Marketing from Indiana University’s Kelly School of Business. Before entering the academic world, he worked as a retail trade association executive for ten years, managing advertising and publications for membership-based organizations.

His research focuses on the management of customer relationships. His current research interests include retail out-of-stocks in an omni-channel world, category management, sales and marketing outsourcing, brand-loyalty losses, and customer-to-customer value creation. His research has been widely published in highly respected journals including the Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, Journal of Applied Psychology, and Journal of Operations Management.

Tom primarily teaches the MBA marketing strategy courses at UNH in their various programs, Executive, Full-Time, Evening, and On-line. He also teaches a graduate pricing course at UNH. He is a senior faculty fellow to the Big Picture Partners, working in curriculum development and design as well as teaching the Big Picture approach to marketing and sales executives.

On a personal note, Tom lives in Portsmouth, New Hampshire with his wife, now empty-nesters. He attends St Johns Episcopal Church where he teaches 4th grade Sunday School. On nice summer days you will find him in his kayak or hanging out at the beach.

Courses Taught

  • ADMN 960: Marketing/Customer Value
  • MKTG 520: Top/Digital Marketing Agency
  • MKTG 598: Top/Digital Marketing Agency
  • MKTG 644: Retail Management
  • MKTG 652: Digital Marketing Agency
  • PAUL 695: Independent Study


  • Ph.D., Managerial Marketing, Indiana University
  • M.B.A., Marketing, Indiana University
  • M.S., Marketing, Indiana University
  • B.A., Political Science, Gordon College

Research Interests

  • Marketing
  • Marketing Research
  • Marketing Strategy

Selected Publications

  • Gruen, T., & Corsten, D. (2021). Accessibility and Availability: A Cross-Cultural Study of Shopper Responses to Online Retail Stock-Outs. Journal of Global Scholars of Marketing Science, 31(3), 415-432. doi:10.1080/21639159.2021.1924819