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David Reibstein
William Stewart Woodside Professor, Professor of Marketing

Professor David J. Reibstein's research focuses on competitive marketing strategies, marketing metrics, and product line decisions, among other issues. Most recently, Professor Reibstein's research on competitive marketing strategies addresses competitors' reactions to marketing actions, offering companies insight into ways to anticipate these reactions and use them as a part of strategizing. His marketing metrics work has focused on linking marketing metrics to financial consequences resulting in his most recent book, entitled Marketing Metrics: 50+ Measures Every Manager Should Master.

A former Executive Director of the Marketing Science Institute, Professor Reibstein consults extensively with companies worldwide, including GE, Pfizer, Johnson & Johnson, Rohm and Haas, and others.

His research has been published in top-tier academic journals including Marketing Science, Journal of Marketing Research, and the International Journal of Research in Marketing. Professor Reibstein is also the author or co-author of numerous books and chapters in books on subjects including competitive marketing strategy, global branding, and marketing performance measurement, among others.

Professor Reibstein is a dynamic, award-winning teacher who has been honored with more than 30 teaching awards. In 2005, he also received the John S. Day Distinguished Alumni Academic Service Award of Purdue University's Krannert School of Management, an honor given to a graduate whose service within the academic community reflects the spirit and service of former Krannert Dean John Day. His teaching interests include Marketing Strategy in the MBA Program, as well as teaching Competitive Marketing Strategy, Marketing Metrics, Pricing Strategies, and various other programs for Wharton's Executive Education Program.

Professor Reibstein received his PhD from Purdue University and his BS and BA degrees from the University of Kansas.

Publications

David Reibstein, George Day, Jerry (Yoram) Wind, (2009), "Is Marketing Academia Losing Its Way?", Journal of Marketing

David Reibstein, Koen Pauwels, (2009), Challenges in Measuring Return on Marketing Investment: Combining Research and Practice Perspectives, Sixth Annual Review of Marketing Research, ME Sharpe, Inc., Irvine CA

David Reibstein, Koen Pauwels, (2009), Marketing Management, McGraw-Hill

David Reibstein, (2009), "Learning by Doing", International Journal of Marketing Education, 2005, Vol. 1, Issue 1, pp. 1-15

David Reibstein, Yogesh Joshi, Z. John Zhang, (2009), "Optimal Entry Timing in Markets with Social Influence", Management Science

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In The News

Interview on the Mplanet 2006 Remote Broadcast, Marketing Matters Live, 11/30/2006

Awards

John S. Day Distinguished Alumni Academic Service Award, 2005

Miller-Sherrerd MBA Core Teaching Award, 2005

Miller-Sherrerd MBA Core Teaching Award, 2004

Executive Director, Marketing Science Institute, 2001

The Helen Kardon Moss Anvil Award, 1995

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Executive Education

Program Faculty, Pricing Strategies: Measuring, Capturing and Retaining Value

Academic Director, Marketing Metrics: Linking Marketing to Financial Consequences

Program Faculty, Essentials of Marketing

Co-Academic Director, Competitive Marketing Strategy

Knowledge@Wharton

How Hyundai Sells More When Everyone Else Is Selling Less (06/10/2009)

Best Buy vs. Wal-Mart: Is There Room for Both, and Others? (04/01/2009)

Backlash: How Early Adopters React When the Mass Market Embraces a New Brand (03/18/2009)

The Shopper of Tomorrow: Trading Down (02/18/2009)

The Financial Crisis Reaches a New Arena: Professional Sports (12/10/2008)

A Precarious Road: How Retailers Can Navigate Inflation's Hazards (08/06/2008)

Africa's Mining Industry Digs Deeper to Meet Demands of Commodities 'Super Cycle' (07/23/2008)

If Online Marketing Is the Future, Why Are Some CMOs Stuck in the Past? (02/06/2008)

Super Bowl Showstoppers: Despite the Economy, the Big Game Is Still on for Advertisers (01/23/2008)

The Price Is Right, but Maybe It's Not, and How Do You Know? (10/03/2007)

David Reibstein
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia , PA 19104
Phone: (215) 898-6643
Fax: (215) 573-2129
reibstein@wharton.upenn.edu

Wharton Page

Research Interests: Marketing Metrics: Competitive marketing strategies; Product line strategy: Resource Allocation; Brand equity.

Current Projects:
Competitive marketing strategies. Under what conditions will our competitors react to marketing actions we take? Can we anticipate this reaction and use that in our strategizing, what action should be taken? Simulation of competitive strategies. What is the appropriate breadth of your product line?

Last Modified September 18, 2009