David J. Reibstein is the William Stewart Woodside Professor and Professor of Marketing at the Wharton School. His research focuses on marketing metrics and their link to financial consequences, competitive marketing strategy, market segmentation, brand choice, and product line breadth. He has been published in every major marketing journal and has authored or co-authored numerous books. He served as the Executive Director of the Marketing Sciences Institute, and co-founded Wharton’s CMO Summit. Reibstein architected and teaches the Wharton Executive Education course on marketing metrics. He consults with leading businesses, including GE, Shell Oil, HP, Novartis, Johnson & Johnson, Merck, and Major League Baseball. He has served as Vice Dean and Director of Wharton’s Graduate Division, as visiting professor at Stanford and INSEAD, and as faculty member at Harvard. Reibstein was the co-founder of Shopzilla, one of the first product search engines, and serves on several corporate boards.

Research Areas
Marketing metrics, competitive marketing strategies; market segmentation; product variety; brand equity

Recent Consulting
Rohm and Haas, British Airways, General Electric, Shell Oil; Hewlett Packard; Novartis; Johnson & Johnson; SCJohnson; Merck Pharmaceuticals

Current Projects
Marketing Metrics: Developing company dashboards: Understanding the value of marketing spending; 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; Product breadth: As new products are introduced should they be under the same brand name? What is the appropriate breadth of your product line?

Academic Positions Held
Wharton: 1980-present (named William Stewart Woodside Professor, 1992; Julian Aresty Professor, 1988-92; Vice Dean, Graduate Division, 1987-92; Director, Graduate Division, 1987-91; Director, Wharton/PIMS Research Center, 1985-1993). Previous appointment: Harvard University. Visiting appointments: Stanford University; INSEAD, France

Other Positions
Executive Director, Marketing Science Institute, July 1999-2001; Academic Trustee, Marketing Science Institute; Marketing, 1996-1999, 2001-2005; Hoffman-LaRoche Laboratories.

Career and Recent Professional Awards; Teaching Awards
Graduate Division Class of 1984 Award for Highest Teaching Evaluation, 1987, 1995; Excellence in Teaching Award (Graduate Division), 1982, 1984-1988, 1993, 1994, 1995, 1996, 1997, 1998, 1999, 2006; Miller-Sherrerd MBA Core Teaching Award, 1993, 1994, 1998, 1999, 2004, 2005, 2007; Selected by Fortune magazine as one of the nation’s eight “Most Favorite Business School Professor,” 1982; Named “The Pick of the B-school Crop”, Business Week, 1993; WEMBA Excellence in Teaching Award, 1995; Helen Kardon Moss Anvil Award for Excellence in Teaching in the Graduate Division, 1995; John S. Day Distinguished Alumni Academic Service Award, 2005

Corporate and Public Sector Leadership 2003-2007
Board of Directors, Fleisher Art Institute: 1997-2006; Board of Directors And1, 1993-2006; Co-founder and Board of Directors, Bizrate.com, 1996-2006; Board of Directors, Co-founder- Advanced Competitive Strategies; Board of Directors, American Marketing Association, 2007 to present, Member, Charles Coolidge Parlin Board of Governors, 2007 to present.

Representative Publications
(with P. Farris, N. Bendle and P. Pfeifer)

Marketing Metrics: Fifty+ Metrics Every Marketer Should Know Wharton School Publishing, 2006. (with Donald R. Lehmann)

"Marketing Metrics and Financial Performance." Marketing Science Institute (2006). (with D. Wittink)

"Competitive Responsiveness." Marketing Science Vol. 24, No. 1, pp 8-11, (Winter 2005). (with M. Debruyne)

"Competitor See, Competitor Do: Incumbent Entry in New Market Niches." Marketing Science Vol. 23, No. 1 (2005).

"Learning by Doing." International Journal of Marketing Education Vol. 1 Issue 1, p. 1-15 (2005).

"House of Brands vs. Branded House." The Economist Global Agenda (2005). (with R. Srivastava)

"Metrics for Linking Marketing to Financial Performance." Marketing Science Institute Special Report P. 85-109 (2005). (with George S. Day)

Managing Brands in Global Markets in The INSEAD Wharton alliance on Globalizing, Cambridge University Press, Pp. 184-206 (2004).

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