David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School of the University of Pennsylvania, where he is a world-renowned expert on competitive marketing strategy and linking marketing investments to financial value.
He has taught at Harvard and INSEAD, and he has consulted with hundreds of companies in dozens of industries. Professor Reibstein is a past Managing Partner at MarketingNPV, a past executive director of the Marketing Science Institute, and an active board member of the American Marketing Association. He was featured in Fortune magazine as one of the nation’s eight “Favorite Business School Professors,” and he has received teaching awards at the Wharton School every year he has taught there. He has conducted a series of in-depth interviews with CEOs and CMOs (featured on this site) on the topic of marketing measurement. And, he currently has his own radio show on SiriusXM.
Measured Thoughts radio show (on Wharton Business Radio, Sirius XM Radio Channel 132) offers unique, executive-level insights into the efforts required to measure the effectiveness of marketing initiatives. The show is composed of one-on-one informal discussions with today’s top CEOs and CMOs to provide a candid look at the state of marketing measurement today.
The focus of Prof. Reibstein’s current research is return on nation branding. In partnership with U.S. News & World Report and WPP’s BAV Consulting, he released the inaugural Best Countries survey at the 2016 World Economic Forum in Davos, Switzerland. Out of 60 top nations and based on the perceptions of 16,000+ global participants, Germany was ranked No. 1 overall, ahead of Canada, the U.K., and the United States. The fourth edition of the Best Countries survey was released in early 2019. Switzerland and Japan took the top spots, while the United States was ranked as No. 8.