The University of Alabama

Carlos Bauer

Assistant Professor of Marketing


Phone: 205-348-2826

Focus and Current Research

Relationship Marketing Dynamics

Relational Selling Strategies

Marketing Strategies in Networked Markets


Ph.D., University of Texas - San Antonio

M.A., Fresno Pacific University

B.A., Fresno Pacific University​​​​​​​

Honors Achievements & Affiliations

Dr. Carlos Bauer is an Assistant Professor of Marketing at the Culverhouse School of Business at The University of Alabama (Ph.D. University of Texas in San Antonio) and a Fellow and the Center for Sales and Marketing Strategies at the Foster School of Business at The University of Washington. His research interests include marketing strategy, relationship marketing, sales strategies and two-sided markets. He is particularly interested in researching the dynamic components of relationship marketing - how they change and adapt over time. Also, Dr. Bauer is interested in studying the applicability of different marketing strategies from a dynamic perspective. His goal is to understand these marketing strategies and applications from the firm's perspective, while also understating the perspective of the consumer. To this end, Dr. Bauer is passionate about a multi-method approach to his research.

Dr. Bauer has presented his research in a number of conferences including AMA, ACR, SCP, and has published his research in the Industrial Marketing Management journal. He has been recognized with several honors and awards during his doctoral education. He is a 2017 American Marketing Association/Sheth Foundation Doctoral Consortium fellow, a recipient of the 2017 American Marketing Association Valuing Diversity scholarship, and a 2016 ISBM fellow.

His background includes marketing positions both in the U.S. and overseas. This experience has allowed him to incorporate managerially-relevant issues when he teaches strategic marketing. In his personal time, Dr. Bauer enjoys spending time with family, cooking and traveling.

Selected Publications

Arli, Bauer and Palmatier (2017). "Relational Selling: Past, Present and Future". Industrial Marketing Management.