Prof. David Reibstein

Wharton Business School, USA

Professor David J. Reibstein’s research focuses on branding, marketing metrics, product line decisions, and competitive marketing strategies, among other issues. Most recently, Professor Reibstein’s research on product line extensions-whether a firm should introduce an extension under an existing brand name or use a new brand. His marketing metrics work has focused on linking marketing metrics to financial consequences resulting in his most recent book, entitled Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 4th ed.

Professor Reibstein is the chairman elect of the Responsible Research in Business & Management (RRBM), was the chairman of the board of the American Marketing Association (AMA) and the executive director of the Marketing Science Institute (MSI). He consults extensively with companies worldwide, including Google, Verizon, Shell Oil, Novartis, and others. He also has been involved as an expert witness in numerous cases including Apple vs Samsung.

His research has been published in top-tier academic journals including Marketing Science, Journal of Marketing Research, Journal of Finance, 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. 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 with CEOs and CMOs on the topic of marketing measurement. He is also conducted numerous interviews on how companies have managed during the COVID pandemic.


”Return on National Brands”