David J. Reibstein

David J. Reibstein. He is the William S. Woodside Professor and a professor of marketing at the University of Pennsylvania's Wharton School. A leading authority on marketing strategy and marketing metrics, his research and teaching have significantly influenced how firms measure and manage marketing performance. He is also known for his long-standing role as the co-host of the television series Measured Thoughts with Dave Reibstein on Wharton Business Radio.

Early life and education

Reibstein completed his undergraduate studies in statistics at the University of North Carolina at Chapel Hill, earning a Bachelor of Science degree. He then pursued graduate education at the University of Pennsylvania, where he received both a Master of Business Administration and a Doctor of Philosophy degree from the Wharton School. His doctoral dissertation focused on competitive marketing strategies, laying the groundwork for his future research.

Academic career

Following his doctorate, Reibstein began his academic career with a faculty appointment at Harvard Business School. He later returned to the University of Pennsylvania as a professor at the Wharton School, where he has held the William S. Woodside Professorship. At Wharton, he has served in several key administrative roles, including Vice Dean of the Wharton Graduate Division and Director of the Wharton Graduate Division. He has also been a visiting professor at institutions such as INSEAD and the University of Tokyo.

Research and contributions

Reibstein's research is centered on marketing metrics, return on marketing investment, and competitive marketing dynamics. He co-authored the influential book Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, which has become a standard reference for quantifying the effectiveness of marketing campaigns. His work on brand equity and customer lifetime value has provided frameworks for valuing intangible assets. He has also conducted extensive studies on the impact of market share on profitability, often in collaboration with colleagues like Robert D. Buzzell and the Strategic Planning Institute.

Awards and honors

In recognition of his contributions to the field, Reibstein received the prestigious American Marketing Association Charles Coolidge Parlin Award, one of the highest honors in marketing research. He has also been awarded the American Marketing Association Churchill Award for lifetime contributions to marketing research. His teaching excellence has been acknowledged with multiple awards from the Wharton School, including the Helen Kardon Moss Anvil Award.

Selected publications

His key scholarly works include the book Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. He has published numerous articles in top-tier journals such as the Journal of Marketing Research, Marketing Science, and the Harvard Business Review. Notable papers include studies on the relationship between advertising and market share and analyses of cross-country competitive strategies published in Management Science.

Category:American marketing academics Category:Wharton School faculty Category:University of Pennsylvania alumni