Photo of David Reibstein

David Reibstein

William Stewart Woodside Professor

Professor of Marketing

Research Interests: brand equity, marketing metrics: competitive marketing strategies, product line strategy: resource allocation

Links: CV, Personal Website

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: The Definitive Guide to Measuring Marketing Performance, 2nd ed.

Professor Reibstein is the Immediate Past Chairman of the Board of Directors of the American Marketing Association. A former Executive Director of the Marketing Science Institute, he 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.

Professor Reibstein has conducted a series of in-depth interviews wtih CEOs and CMOs on the topic of marketing measurement. You can view the video series below.  And, he currently has his own radio show on SiriusXM, Channel 111.

Measured Thoughts by David Reibstein


              Thumbnail            Thumbnail           

        Ashley McEvoy, President                    Rob Malcolm, CMO                            Sean Hagerty, CMO                   Tony Palmer, Sr. VP & CMO

    McNeil Consumer Healthcare                            Diageo                                                  Vanguard                                       Kimberly-Clark

       Thumbnail            Thumbnail            Thumbnail              Thumbnail

      Dan Henson, President & CEO     Nina Goodheart, VP, Marketing         Mark Addicks, Sr. VP & CMO          Jeffrey Hayzlett, CBDO & VP

            GE Capital Solutions                                   Medtronic                                         General Mills                                               Kodak

Thumbnail                        Thumbnail                       Thumbnail

                                     Vance Lavelle                         Ted Woerhle, Sr. VP, Mktg & Brand Mgmt                 William Lauder, CEO

                 Sr. VP, Marketing, Sales & Service        Sr. VP, Marketing & Brand Management         The Estee Lauder Companies

                               Sirius Satellite Radio                                        Newell Rubbermaid