Porträt Alexander Tombach

Alexander Tombach

Research Associate & Doctoral Candidate


Alexander Tombach is a PhD candidate and research associate to Prof. Dr. Sven Reinecke at the Institute for Marketing and Customer Insight at the University of St.Gallen (IMC-HSG). At the IMC, he leads the executive education course Marketing Management (CAS). He is also responsible for organizing and conducting management workshops as part of the excellence program Best Practice in Marketing.

After graduating from high school, Alexander Tombach received a sports scholarship to study in the USA and completed his studies with a Bachelor’s degree in Advertising. He then went to Lund University School of Economics and Management and graduated with a Master of Science in Management.

During his studies, Alexander Tombach completed internships at TechStyle Fashion Group and Q.One Technologies. He also worked at Deutsche Lufthansa AG in the field of Brand Management & Strategy.

Since the end of 2020, he has been at the University of St.Gallen and dedicates his research to the field of Marketing Performance Management.


Marketingcontrolling in der Unternehmenspraxis
in: Handbuch Controlling, Wiesbaden, 2022, 179–204.

Sven Reinecke & Alexander Tombach
Digitales Marketing – Integrierte Erfolgsmessung
Marketing Review St.Gallen, 2023 (1), 6–13.

Alexander Tombach & Sven Reinecke
The Weighting of Performance Outcomes in Marketing Performance Measurement Systems
AMA Winter Conference 2023

Alexander Tombach & Sven Reinecke
Comprehensive Digital Performance Measurement: A Strategic Perspective on Digital Analytics Usage
Marketing Analytics Symposium Sydney 2023

Alexander Tombach & Sven Reinecke