David J. Reibstein

William Stewart Woodside Professor of Marketing, The Wharton School, University of Pennsylvania


David Reibstein - Headshot


Ph.D., marketing, Purdue University

Summary of Experience

Professor Reibstein’s research focuses on competitive marketing strategies, metrics, and product line decisions, among other topics. He has provided marketing management education and consulting research to companies in the consumer goods, pharmaceutical, and oil and gas industries, among others. His consulting activities have included numerous applications of conjoint analysis and other survey techniques in engagements spanning a wide range of products. Professor Reibstein has submitted expert reports and provided testimony on marketing and marketing research in several litigation matters, including analyses of smartphone features in a patent dispute, health claims in a false advertising dispute, and pharmaceutical detailing in a co-marketing dispute.

His recent work includes assessing strategies to address competitors’ reactions to marketing actions and developing metrics that link marketing decisions to financial consequences, which was published in his book, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Professor Reibstein is also the author or coauthor of numerous books and chapters in books on subjects including competitive marketing strategy, global branding, and marketing performance measurement. Professor Reibstein has also written several papers on conjoint analysis and its validity and reliability. His research has been published in leading academic journals, including Marketing Science, the Journal of Marketing Research, and the International Journal of Research in Marketing.  

Professor Reibstein has been honored with more than 30 teaching and publishing awards, including the John S. Day Distinguished Alumni Academic Service Award from Purdue University’s Krannert School of Management. He has served as the chairman of the American Marketing Association board of directors and as the executive director of the Marketing Science Institute.

AG Contacts

T. Christopher Borek
R. Jeffrey Malinak