Reibstein, David J.

Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris' research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the "Harvard Business Review, Journal of Marketing, Journal of Retailing," and "Marketing Science," Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including...