Faculty & Research

Paul W. Farris

Paul W. Farris, Landmark Communications Professor of Business Administration

  • BS, University of Missouri; MBA, University of Washington; DBA, Harvard University
Office: FOB 128
Phone: +1-434-924-0524
E-mail: FarrisP@darden.virginia.edu


Landmark Communications Professor Paul Farris taught at the Harvard Business School before his appointment at the University of Virginia Darden School of Business. He has worked in marketing management for UNILEVER, Germany, and in account management for the LINTAS advertising agency.

Farris's general research focus is in the area of marketing productivity and measurement. His work has been published in 10 books and more than 70 articles, appearing in professional journals and publications such as the Wall Street Journal, Harvard Business Review, Journal of Marketing, Marketing Science, Management Science, Decision Sciences, Journal of Interactive Marketing, Journal of Advertising Research, Journal of Retailing, Journal of the Academy of Marketing Science and the Sloan Management Review. Farris has coauthored award-winning articles on retailer power, marketing strategy and advertising testing. He has served as an academic trustee of the Marketing Science Institute and is a current or past member of the editorial boards for the Journal of Marketing, the Journal of Retailing and the International Journal of Advertising, Marketing - Journal of Research and Management, and the Journal of Advertising Research.. His current research is on channel conflict and building coherent systems of marketing metrics. His co-authored book, Marketing Metrics: 50+ Metrics Every Executive Should Master, was selected by Strategy + Business as 2006 Marketing Book of the Year.

Farris has consulted and taught executive education programs for many international companies. He has served on the boards of retailers, manufacturers and software companies. Currently, he is on the board of directors of Sto Corp., a building materials company. Farris has also provided expert testimony in a number of marketing-related legal cases.

Selected Publications

“Market Share and Distribution,” (with K. Wilbur), Journal of Retailing, forthcoming, 2014.

“Retail free-riding: the case of the wallpaper industry,” (with M. Doane,  S. Kucuk, and R. Maddux, Antitrust Bulletin, Volume 1, 2013.

“Measuring and Managing Returns from Retailer-Customized Coupon Campaigns,” (with R. Venkatesan), Journal of Marketing, January, 2012.  This research was also featured by the Harvard Business Review and the Washington Post.

“Crafting Multichannel Retailing Strategies,” with (J. Zhang, J. Irwin, T. Kushwaha, T. Steenburgh, and B. Weitz, Journal of Interactive Marketing, (May, 2010).

“A Fresh View of the Advertising Budgeting Process,” (with D. West), in Handbook of Advertising, Tellis, G. and Ambler, T (eds.), Sage Publications, London, 2007.

“When Five is a Crowd in the Market Share Attraction Model: The Dynamic Stability of Competition,” (with Pfeifer, P.E., Nierop, E., Reibstein, D.), Marketing – Journal of Research and Management, Issue 1, Quarter 1 2005, 29-45.

“The Elasticity of Customer Value to Retention: The Duration of a Customer Relationship,” with Philip E. Pfeifer, Journal of Interactive Marketing, Volume 18, No. 2 - Spring 2004.

“All I Needed to Know About the New Economy, I Learned Playing Monopoly,” (with Phillip Pfeifer), Darden School Working Paper Series, 2001 (lighthearted look at network effects and positive feedback).

“Trade Promotion: An Essential Part of Selling Through Resellers,” (Fall, 1999, Sloan Management Review, (with K. Ailawadi and E. Shames).

“Path Dependencies and the Long-term Effects of Routinized Marketing Decisions,” (with W. Verbeke, P. Dickson and E. van Nierop), Marketing Letters, Summer 1998.

“Market Power and Performance: A Cross-Industry Analysis of Manufactures and Retailers,” (with N. Borin and K. Ailawadi), Journal of Retailing, Fall 1995.  (Winner of William Davidson Award for best paper in 1995.) Follow-up to our article, “Retail Power: Monster or Mouse,” in the same journal.

“Push and Pull Marketing: A One-Two Punch for Packaged Products” (with J. Olver), Sloan Management Review, Fall 1989.

"Over Control in Advertising Experiments” (with D. Reibstein), Journal of Advertising Research, June 1984.  Reprinted as a Journal of Advertising Research Classic, Vo. 50, No. 6, November-December, 2000. One of 18 articles selected from the four decades: 1960-2000.


Advertising and Promotion
Brand Management
Consumer Marketing
Distribution Strategy

MBA Courses

First Year Marketing
Advertising, Promotion and Integrated Marketing
Consumer Marketing
Marketing Metrics

Executive Education Courses

Management Development Program
Marketing Channels
Strategic Marketing Management