Peter Linnert studied economics and business administration at the University of Hamburg. He has been awarded doctoral degree of economics and business administration in 1964 (Dr. rer.pol.). Afterwards he worked as tenured track assistant professor at the Institute of Banking Business at the University of Hamburg. Peter Linnert published more than 25 books. With his two volume work “Die neuen Theorien des Marketing” first edition in 1969 he contributed essentially to dispersion of marketing philosophy in the German speaking part of Europe. Among others he published the “Handbuch Organisation” and the “Handbuch V erkaufsförderung” presenting sales promotion for the first time as a modern instrument of marketing politicy.