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David Schmittlein
Ira A. Lipman Professor, Professor of Marketing, Deputy Dean of the Wharton School

Professor David C. Schmittlein was formerly the Ira A. Lipman Professor and Wharton's Deputy Dean. Professor Schmittlein is a noted scholar whose research focuses on marketing research methods, models for marketing decisions, advertising and new product development, among other topics. He has consulted widely for major corporations, including American Express, Lockheed Martin and AT&T, assisting them in designing and analyzing market research information for measuring customer perceptions and preferences and assessing the impact of marketing decisions.

Most recently, Professor Schmittlein's research used information on the history of individual customer purchase patterns to identifying active (or inactive) customers, assess future sales potential, develop customer specific efforts and analyze new product success in Japan and the U.S. His research has been published in top-tier academic journals including Management Science, Marketing Science and the Journal of Marketing Research.

Professor Schmittlein's teaching interests include courses in Marketing Management, Product Policy, Advertising Management, Research Methodology and Marketing Strategies for Wharton's Executive MBA program. Professor Schmittlein received his PhD and Master's degrees from Columbia University and his BA degree from Brown University.

Current Research Papers

D. G. Morrison, David C. Schmittlein "A Live Baby or Your Money Back: The Marketing of in vitro Fertilization Procedures", Management Science, Forthcoming.

David C. Schmittlein, Eric Bradlow "The Little Engines That Could: Modeling the Performance of World Wide Web Search Engines", Marketing Science, Forthcoming.

Publications

D. Bowman, J. U. Farley, David C. Schmittlein, (2000), "Cross-National Empirical Generalization of a Supplier Selection and Usage Model for Global Business Services", Journal of International Business Studies, 31(4).

B. Bickart, David C. Schmittlein, (1999), "The Distribution of Survey Contact and Participation in America: Constructing a Survey-Based Estimate", Journal of Marketing Research, 36 pp 286-294.

D. G. Morrison, David C. Schmittlein, (1998), "It Takes A Hot Goalie To Raise the Stanley Cup: The Role of Team Ability, Home Ice, and the Hot Hand in the Stanley Cup Finals", Chance, 11(1) pp 3-7.

V. Morwitz, David C. Schmittlein, (1998), "Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models", Management Science, 44(5) pp 610-628.

David C. Schmittlein, (1997), "Keep Your Customer and You’ll Be Satisfied", Australia Business Review Weekly

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David Schmittlein
700 Jon M. Huntsman Hall
3730 Walnut Street University of Pennsylvania
Philadelphia , PA 19104
Phone: (215) 898-8248
Fax: (215) 898-2534
schmittlein@wharton.upenn.edu

Current Web Page

Research Interests: Marketing research methods; models for marketing decisions; advertising; new product development; market segmentation; direct marketing.

Current Projects:
Customer base analysis; using information on the history of individual customer purchase patterns to answer questions such as: identifying active (or inactive) customers, assessing future sales potential, developing customer specific (direct marketing) efforts; analyzing new product success in Japan and the U.S.

Last Modified September 18, 2009