BiographyPublicationsCoursesCase Studies Education: B.S.I.E., Lehigh University; MS, MSOR, Ph.D., Georgia Institute of TechnologyRichard S. Reynolds Professor of Business Administration Phillip E. Pfeifer teaches Quantitative Analysis courses in Darden's MBA classrooms. Pfeifer's research focuses on the areas of direct marketing and decision modeling. He has written or co-written 50 journal articles, more than 80 Darden cases and several textbooks.Pfeifer joined the Darden faculty in 1980. He was previously a research engineer at the Georgia Institute of Technology.Selected Publications Farris, P. and P. Pfeifer. "Marketing Metrics," article in The Blackwell Encyclopedia of Management, Vol. 9, Marketing, 3rd Edition by Dale Littler (Editor). Wiley-Blackwell, Oxford. (to appear, 2014). Ovchinnikov, A., B. Boulu-Reshef and P. Pfeifer. "Balancing Customer Acquisition and Retention Spending for Firms with Limited Capacity," Management Science, (forthcoming).Lichtendahl, Jr., K.C., Y. Grushka-Cockayne and P. Pfeifer. "The Wisdom of Competitive Crowds," Operations Research, 61 (6), 1383–1398.Pfeifer, P.E. and A. Ovchinnikov. "A Note on Willingness to Spend and Customer Lifetime Value for Firms with Limited Capacity." Journal of Interactive Marketing, Vol. 25, no. 3 (August 2011), 178–189.Pfeifer, P.E. "On Estimating Current-Customer Equity Using Company Summary Data." Journal of Interactive Marketing, Vol. 25, no. 1 (February 2011), 1–14. Bodily, S.E. and P.E. Pfeifer. "Darden's Luckiest Student: Lessons from a High-Stakes Risk Experiment," Decision Analysis, Vol. 7, no. 4, (December 2010), 331–345. Bendle, N., P. Farris, P. Pfeifer and D. Reibstein. "Metrics that Matter — to Marketing Managers," Marketing - Journal of Research and Management, Vol. 6, no. 1, (2010), 18–23. Selected BooksFarris, P. W., N.T. Bendle, P.E. Pfeifer and D.J. Reibstein. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2 nd Edition. Wharton School Publishing, (2010).MBA CoursesFirst Year Decision AnalysisData Analysis and OptimizationAdvancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world.Phillip E. Pfeifer's cases are available in the Darden Business Publishing website.