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125th Anniversary Faculty Tour

William Stewart Woodside Professor; Professor of Marketing

Dave Reibstein is a leading global expert on marketing, specializing in competitive strategy, marketing models, choice behavior, and brand equity. Widely cited in business publications, he has written numerous articles in leading business journals and is co-author (with George Day) of Wharton on Dynamic Competitive Strategy. Prof. Reibstein has been a consultant to global corporations, including Shell Oil, Hewlett-Packard, Johnson & Johnson, Ingersoll-Rand, and Merck Pharmaceuticals. A trustee of the Marketing Science Institute, he is the co-founder of BizRate.com and sits on its Board of Directors. To read Professor Reibstein's full profile, click here.

In his own words…
"We need to connect how we spend money to how it contributes to the brand. We know it happens; we just need to understand how - by tracking the size of our customer base, what their purchase rate is, what their retention rate is, and relating that to expenditures. If we did that, we'd have a much better understanding of the financial value of marketing expenditures."

Read about Dave Reibstein's research in Knowledge@Wharton:

• Managing Brands in Global Markets: One Size Doesn't Fit All
• Million Dollar Booboo, Or Are the Oscars Still Golden?
• The $2.4 Million Question: What is the ROI for Super Bowl Ads?
• Boy Meets Girl: Gillette and P&G Hook up Their Brands
• Mother and Child Reunion: Will the AT&T/SBC Merger Build or Destroy Value?