Paul W. Farris

Landmark Communications Inc. Professor of Business Administration

Farris is a top specialist in promotion and distribution. He is also well-versed in consumer advertising and branding strategy. His current research is focused on building coherent systems for integrating financial and marketing metrics.

In 2006, he wrote Marketing Metrics: 50+ Metrics Every Executive Should Master, which was selected by Strategy + Business as the 2006 Marketing Book of the Year. He co-authored the book Marketing Metrics: The Definitive Guide to Measuring Marketing Performance with Darden Professor Phillip Pfeifer and others in 2010. In 2013, he wrote “Retail Free-Riding: The Case of the Wallpaper Industry,” with M. Doane, S. Kucuk and R. Maddux in the Antitrust Bulletin. With Darden Professors Raj Venkatesan and Ron Wilcox, he is co-author of the forthcoming book Cutting-Edge Marketing Analytics: Real-World Cases and Datasets for Hands-on Learning.

Farris is on the board of directors of Sto Corp. and previously served on boards for the GSI Group, Ohio Art Company and other companies.

B.S., University of Missouri; MBA, University of Washington; DBA, Harvard University

Professor Farris teaches in the Executive Education program Strategic Marketing Analytics: Leveraging Big Data.

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Get Off My Turf: Assigning Sales Territories

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The Endgame of Marketing Analytics: From Data to Spend to Profit