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Dean's Advisory Council

David Reibstein

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

Professor David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School, University of Pennsylvania.  He was previously on the faculty at Harvard Business School, and a visiting Professor at Stanford Business School, and INSEAD in France.

Professor Reibstein is the former Chairman of the Board of Directors of the American Marketing Association and the Executive Director of the Marketing Science Institute.  He has served on the board of the Philadelphia Ballet and the Fleischer Art Institute.  He is currently the chair and co-founder of Responsible Research in Business and Management (RRBM.)

Professor Reibstein has been researching the economic impact of the brands of nations. In January 2016, he released the inaugural Best Countries report at the World Economic Forum in Davos, Switzerland. In partnership with U.S. News & World Report and WPP’s BAV Consulting, the Best Countries report ranked 80 top nations based on the perceptions of 20,000 global participants.  He will soon be releasing the sixth edition of the Best Countries was released in Washington, D.C.

Professor Reibstein’s research focuses on competitive marketing strategies, marketing metrics, branding, and product line decisions, among other issues. 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 widely read book Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance. He has authored numerous articles appearing in major marketing journals, including Journal of Marketing Research, Marketing Science, Harvard business Review, Journal of Advertising Research, Journal of Marketing and Journal of Consumer Research.

He was the host for the weekly radio show Measured Thoughts on Wharton Business Radio, Channel 132 on SiriusXM, which can be seen on

Professor Reibstein received his Ph.D. from Purdue University and his B.S. and B.A. degrees from the University of Kansas.