Phillip E. Pfeifer

Richard S. Reynolds Professor Emeritus of Business Administration


FOB 253

Academic Area

Areas of Expertise

Direct Marketing, Probability and Statistics, Quantitative Decision Analysis

Education: B.S.I.E., Lehigh University; M.S., MSOR, Ph.D., Georgia Institute of Technology

Richard S. Reynolds Professor of Business Administration Phillip E. Pfeifer's research focuses on direct marketing and decision modeling. He has written or co-written 50 journal articles, more than 80 Darden cases and several textbooks, and has received the Wachovia Award for Distinguished Case-Writer.

Prior to joining the Darden faculty in 1980, he was a research engineer at the Georgia Institute of Technology. He was also a visiting professor at the Stevens Institute of Technology (2010) and the University of Notre Dame (2012).

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 Books

Farris, 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).