Assistant Professor of Marketing

Department of Marketing

Carlos Bauer headshot

Research Interests


Ph.D., University of Texas-San Antonio
M.A., Fresno Pacific University
B.A., Fresno Pacific University


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 evolve 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 accounting for the customer’s perspective.

Dr. Bauer has presented his research in a number of conferences including AMA, ACR, SCP, and has published his research in different marketing journals. He has been recognized with several honors and awards. He is a 2019 Early-career Marketing Strategy Fellow, 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 managerial positions at large firms both in the U.S. and overseas. This experience allows him to incorporate managerially-relevant issues in the classroom. In his personal time, Dr. Bauer enjoys spending time with family, cooking and traveling.

Selected Publications

Gretz, Malshe, Bauer, and Basuroy (2019). “The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle”. Journal of the Academy of Marketing Science.

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