Professor David Reibstein

Professor David J. Reibstein is Professor of Marketing at The Wharton School, University of Pennsylvania.

Professor Reibstein's research at The Wharton School focuses on competitive marketing strategies, marketing metrics, and product line decisions, among other issues. Most recently, his 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 Rohm and Haas, British Airways, General Electric, Shell Oil, Hewlett Packard, Novartis, Johnson & Johnson, SC Johnson, Merck Pharmaceuticals 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.