User:Farrisp

I am a Professor of Business Administration, specializing in Marketing, at the University of Virginia's Darden Graduate Business School. I live in Charlottesville, VA, serve on the boards of two manufacturers, and several editorial boards of marketing journals. My current research is in the field of marketing metrics, with an emphasis on creating consistent and useful definitions of key marketing measures and concepts.

Along with Carl Spaulding (Nielsen Catalina Ventures), and Dr. David Reibstein (Wharton School, University of Pensylvania), I am leading the Common Language Project. The objective of this project is to eliminate ambiguity in marketing terminology and definitional differences between C-Suite management, finance, marketing, sales and research within an organization and across the marketing industry and businesses by establishing MASB-endorsed common language for marketing activities and metrics.