Paul Farris

University of Virginia - Darden School of Business

P.O. Box 6550

Charlottesville, VA 22906-6550

United States

http://www.darden.virginia.edu/faculty/farris.htm

SCHOLARLY PAPERS

91

DOWNLOADS
Rank 2,149

SSRN RANKINGS

Top 2,149

in Total Papers Downloads

21,432

SSRN CITATIONS
Rank 36,723

SSRN RANKINGS

Top 36,723

in Total Papers Citations

10

CROSSREF CITATIONS

11

Scholarly Papers (91)

1.

Red Bull (a)

Darden Case No. UVA-M-0663
Number of pages: 12 Posted: 21 Oct 2008
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 3,009 (5,771)
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advertising, advertising strategy, brand management, marketing mix, marketing strategy

2.

Perspectives on Brand Equity

Darden Case No. UVA-M-0668
Number of pages: 17 Posted: 21 Oct 2008 Last Revised: 10 Nov 2021
Paul Farris, Ervin Shames and Eric Gregg
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and iLoyalty
Downloads 1,886 (12,244)
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marketing brand, equity branding

3.

The Tata Nano: The People's Car (a)

Darden Case No. UVA-M-0768
Number of pages: 9 Posted: 16 Jun 2009
Paul Farris, Amy Lemley and Rajkumar Venkatesan
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1,310 (21,406)
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Megacities, China, Indonesia, environment analysis, promotion, price, segment, targeting, positioning, pricing, marketing strategy

4.

The Seven Questions of Marketing Strategy

Darden Case No. UVA-M-0779
Number of pages: 4 Posted: 05 Apr 2010 Last Revised: 10 Nov 2021
University of Virginia - Darden School of Business, University of Missouri at Kansas City - Department of Organizational Leadership/Marketing, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 1,039 (30,085)
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marketing strategy basic

5.
Downloads 921 ( 35,632)

Customer Profitability

Darden Case No. UVA-M-0718
Number of pages: 15 Posted: 21 Oct 2008 Last Revised: 10 Nov 2021
Paul Farris, Phillip E. Pfeifer and Neil Bendle
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and Terry College, University of Georgia
Downloads 723 (48,898)
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customer profitability Customer Relationship Management Customer Lifetime Value

Customer Profitability

Darden Case No. UVA-M-0718
Number of pages: 15 Posted: 21 Oct 2008 Last Revised: 10 Nov 2021
Paul Farris, Phillip E. Pfeifer and Neil Bendle
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and Terry College, University of Georgia
Downloads 198 (210,859)
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customer profitability Customer Relationship Management Customer Lifetime Value

6.

The Apple Iphone

Darden Case No. UVA-M-0765
Number of pages: 14 Posted: 16 Jun 2009
Paul Farris and Robert E. Spekman
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 909 (36,312)
Citation 1
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Pricing, Innovation, Marketing

Sales Force Management and Measurement

Darden Case No. UVA-M-0721
Number of pages: 13 Posted: 21 Oct 2008
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, Terry College, University of Georgia and University of Virginia - Darden School of Business
Downloads 678 (53,231)
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Abstract:

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marketing

Sales Force Management and Measurement

Darden Case No. UVA-M-0721
Number of pages: 13 Posted: 21 Oct 2008
affiliation not provided to SSRN, Terry College, University of Georgia, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 190 (218,772)
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Abstract:

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marketing

8.

Almost Everything I Need to Know About the New Economy, I Learned Playing . . . Monopoly

Number of pages: 13 Posted: 16 Mar 2001
Paul Farris and Phillip E. Pfeifer
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 645 (57,511)
Citation 1

Abstract:

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9.
Downloads 632 ( 58,968)

Marketing Economics

Darden Case No. UVA-M-0648
Number of pages: 10 Posted: 21 Oct 2008
University of Virginia - Darden School of Business, affiliation not provided to SSRN, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 539 (71,374)
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break-even analysis, contribution analysis, cost analysis, economic analysis, marketing management, marketing strategy

Marketing Economics

Darden Case No. UVA-M-0648
Number of pages: 10 Posted: 21 Oct 2008
Independent, affiliation not provided to SSRN, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 93 (378,507)
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break-even analysis, contribution analysis, cost analysis, economic analysis, marketing management, marketing strategy

10.

Designing Channels of Distribution

Darden Case No. UVA-M-0769
Number of pages: 11 Posted: 16 Jun 2009
Paul Farris and Robert E. Spekman
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 613 (61,355)
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B2B marketing strategy, channel design and implementation, distribution

11.

Absolut Vodka

Darden Case No. UVA-M-0366
Number of pages: 19 Posted: 21 Oct 2008
Paul Farris and elizabeth joan collins
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 613 (61,355)
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advertising, advertising media, advertising strategy, ethical issues, marketing strategy, product positioning

12.

Crafting Integrated Multichannel Retailing Strategies

Harvard Business School Marketing Unit Working Paper No. 09-125
Number of pages: 37 Posted: 08 Jan 2010 Last Revised: 19 Sep 2012
University of Maryland - Robert H. Smith School of Business, University of Virginia - Darden School of Business, University of North Carolina Kenan-Flagler Business School, JCPenney, University of Virginia - Darden Graduate School of Business and University of Florida - Warrington College of Business Administration
Downloads 594 (63,861)
Citation 12

Abstract:

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multichannel marketing

13.

Snapple Beverage Corporation

Darden Case No. UVA-M-0434
Number of pages: 9 Posted: 21 Oct 2008
Paul Farris and Kristina Friberg
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 481 (82,925)
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distribution channels, marketing strategy

14.

Levi's at Wal-Mart?

Darden Case No. UVA-M-0711
Number of pages: 24 Posted: 21 Oct 2008
Paul Farris, Ervin Shames and Gordon Mitchell
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 472 (84,901)
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brand equity, advertising and promotion

Philip Morris U.S.A. And Marlboro Friday (a) (Condensed)

Darden Case No. UVA-M-0657
Number of pages: 4 Posted: 21 Oct 2008
University of Virginia - Darden School of Business, University of Missouri at Kansas City - Department of Organizational Leadership/Marketing, University of Virginia - Darden School of Business, affiliation not provided to SSRN and University of Marketing and Distribution Sciences
Downloads 363 (114,020)
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brand management, pricing

Philip Morris U.S.A. And Marlboro Friday (a) (Condensed)

Darden Case No. UVA-M-0657
Number of pages: 4 Posted: 21 Oct 2008
Independent, University of Virginia - Darden School of Business, University of Missouri at Kansas City - Department of Organizational Leadership/Marketing, affiliation not provided to SSRN and University of Marketing and Distribution Sciences
Downloads 73 (437,637)
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Abstract:

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brand management, pricing

16.

Harley-Davidson: Building a Brand Through Consumer Engagement

Darden Case No. UVA-M-0698
Number of pages: 10 Posted: 07 Apr 2010
Paul Farris and Eric Gregg
University of Virginia - Darden School of Business and iLoyalty
Downloads 386 (107,222)
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Branding Loyalty Consumer dialogue

17.

Distribution and Market Share

Journal of Retailing, Forthcoming
Number of pages: 34 Posted: 31 Jul 2008 Last Revised: 15 Jul 2013
Kenneth C. Wilbur and Paul Farris
University of California, San Diego (UCSD) - Rady School of Management and University of Virginia - Darden School of Business
Downloads 379 (109,434)
Citation 1

Abstract:

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Consumer Package Goods, Distribution, Market Share, New Products, Retailing

18.

General Motors Onstar

Darden Case No. UVA-M-0659
Number of pages: 8 Posted: 21 Oct 2008
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 368 (113,138)
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new product introduction, emerging industry, product management, e-business

19.

The Multichannel Challenge at Natura in Beauty and Personal Care

Darden Case No. UVA-M-0943
Number of pages: 18 Posted: 07 Oct 2020
FGV-EAESP, University of Virginia - Darden School of Business, Dartmouth College - Tuck School of Business and affiliation not provided to SSRN
Downloads 364 (114,503)

Abstract:

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distribution channels, multichannel, omnichannel, marketing, metrics, brand management, direct selling, Natura, Brazil, international, international, Brazil

20.

Benecol Spread and Media Planning

Darden Case No. UVA-M-0664
Number of pages: 23 Posted: 21 Oct 2008
Paul Farris, Robert L. Carraway and Ervin Shames
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 362 (115,217)
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advertising media, advertising strategy, media planning

21.

Number of Competitors and Dynamic Stability of Competition: Five is a Crowd in the Market Share Attraction Model

Number of pages: 22 Posted: 16 Mar 2001
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Pennsylvania - Marketing Department and Carnegie Mellon University - David A. Tepper School of Business
Downloads 334 (125,862)

Abstract:

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22.

Progressive Insurance

Darden Case No. UVA-M-0633
Number of pages: 12 Posted: 21 Oct 2008
Paul Farris and C. Wilson
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 318 (132,412)
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Abstract:

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marketing

23.

Why is Five a Crowd in the Market Share Attraction Model: The Dynamic Stability of Competition

Number of pages: 28 Posted: 06 Sep 2001
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Pennsylvania - Marketing Department and Carnegie Mellon University - David A. Tepper School of Business
Downloads 297 (142,863)
Citation 4

Abstract:

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24.

Conceptual Models of How Advertising Works to Persuade Individuals

Darden Case No. UVA-M-0681
Number of pages: 6 Posted: 16 Jun 2009
Paul Farris and Tania de la Pena Calderon
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 280 (151,347)
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advertising, decision making

25.

Pricing Metrics and Concepts

Darden Case No. UVA-M-0723
Number of pages: 24 Posted: 21 Oct 2008
Paul Farris, Phillip E. Pfeifer and Neil Bendle
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and Terry College, University of Georgia
Downloads 253 (167,551)
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Abstract:

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pricing, marketing

26.

Advertising on the Internet

Darden Case No. UVA-M-0602
Number of pages: 29 Posted: 16 Jun 2009
Paul Farris and Jill McNabb
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 238 (177,651)
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internet, advertising, media planning, marketing

Autozone: How Long Will They Be in the Zone?

Darden Case No. UVA-M-0730
Number of pages: 5 Posted: 21 Oct 2008
Paul Farris, Paul J. Simko and Tom Cross
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 197 (211,822)
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Abstract:

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marketing strategy

Autozone: How Long Will They Be in the Zone?

Darden Case No. UVA-M-0730
Number of pages: 5 Posted: 21 Oct 2008
Paul Farris, Tom Cross and Paul J. Simko
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 37 (595,254)
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Abstract:

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marketing strategy

28.

Progressive Insurance: Not Your Standard Insurance Story

Darden Case No. UVA-M-0758
Number of pages: 10 Posted: 16 Jun 2009
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and City University of New York/College of Staten Island
Downloads 215 (195,593)
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Abstract:

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Branding, Pricing, Advertising

29.

Kuhn Flowers

Darden Case No. UVA-M-0696
Number of pages: 18 Posted: 21 Oct 2008
Paul Farris, Ervin Shames and Thomas G. Disantis
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 203 (206,325)
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Abstract:

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Marketing, Strategy, Retailing, Service, Operations

30.

Evolution or Revolution in the Music Industry?

Darden Case No. UVA-M-0684
Number of pages: 9 Posted: 16 Jun 2009
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, iLoyalty and affiliation not provided to SSRN
Downloads 192 (216,820)
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Abstract:

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channels of distribution, pricing

31.

Note on Marketing Mix Models: Evaluating &Quot;Bang for the Buck&Quot;

Darden Case No. UVA-M-0339
Number of pages: 10 Posted: 05 Apr 2010
Christopher Gale, Paul Farris and James Olver
affiliation not provided to SSRN, University of Virginia - Darden School of Business and College of William and Mary - Mason School of Business
Downloads 159 (254,746)

Abstract:

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market planning, marketing management, marketing mix, marketing strategy, product management, spreadsheets

32.

Metrics for Projecting the Return on Customer Acquisition Investments

Number of pages: 55 Posted: 06 Feb 2019 Last Revised: 05 Sep 2019
University of Western Ontario - Marketing Area Group, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 154 (264,237)

Abstract:

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CLV, MROI, Acquisition, Retention, Marketing Strategy, Analytical Models

33.

The Cycling Industry

Darden Case No. UVA-M-0744
Number of pages: 10 Posted: 16 Jun 2009
Paul Farris and Daniel Hoeller
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 153 (262,788)
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bicycle industry, branding strategy, consumer marketing

34.
Downloads 134 (291,719)

Implementing Marketing Analytics

Darden Case No. UVA-M-0869
Number of pages: 8 Posted: 08 Oct 2020
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 73 (437,637)

Abstract:

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marketing analytics, big data, resource allocation, return on marketing investment, ROMI, organizational change

Darden Case No.
Number of pages: 1 Posted: 30 May 2017 Last Revised: 28 Aug 2020
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 61 (481,313)

Abstract:

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35.
Downloads 134 (291,719)

Marlboro Thursday

Darden Case No. UVA-M-0666
Number of pages: 3 Posted: 21 Oct 2008
Paul Farris and Richard R. Johnson
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 113 (332,051)
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Abstract:

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consumer marketing, pricing

Marlboro Thursday

Darden Case No. UVA-M-0666
Number of pages: 3 Posted: 21 Oct 2008
Richard R. Johnson and Paul Farris
Independent and University of Virginia - Darden School of Business
Downloads 21 (707,223)
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Abstract:

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consumer marketing, pricing

36.

An Introduction to Business-to-Business Exchange

Darden Case No. UVA-M-0638
Number of pages: 14 Posted: 16 Jun 2009
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 129 (300,244)
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business-to-business marketing, bargaining/bidding, market structure, procurement, selling, strategic market planning, supplier relations, e-business

37.

Svedka Vodka (B)

Darden Case No. UVA-M-0775
Number of pages: 13 Posted: 07 Apr 2010
Paul Farris
University of Virginia - Darden School of Business
Downloads 118 (320,330)

Abstract:

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start-up, advertising, new product introduction

38.

Philips Lighting Company: The Earth Light

Darden Case No. UVA-M-0401
Number of pages: 14 Posted: 16 Jun 2009
Paul Farris, Sheryl Gatto and Tamara Harvey
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 116 (324,146)
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Abstract:

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distribution channels, distribution strategy, market position

39.
Downloads 116 (324,146)

Tivo

Darden Case No. UVA-M-0694
Number of pages: 11 Posted: 21 Oct 2008
Paul Farris, Phillip E. Pfeifer and Craig Wiese
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 97 (368,455)
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Abstract:

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media customer lifetime value valuation

Tivo

Darden Case No. UVA-M-0694
Number of pages: 11 Posted: 21 Oct 2008
Paul Farris, Phillip E. Pfeifer and Craig Wiese
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 19 (723,905)
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Abstract:

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media customer lifetime value valuation

40.

Silk Soy Milk (a)

Darden Case No. UVA-M-0771
Number of pages: 16 Posted: 16 Jun 2009
Paul Farris, Ervin Shames and Michael Wasden
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 108 (340,577)
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Abstract:

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soy milk, beverage industry

41.

Svedka Vodka (a)

Darden Case No. UVA-M-0774
Number of pages: 16 Posted: 07 Apr 2010
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 104 (349,378)
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vodka beverage launch distribution channels, marketing communications

A Resource-Allocation Perspective for Marketing Analytics

Darden Case No. UVA-M-0861
Number of pages: 9 Posted: 01 Oct 2020
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 86 (397,600)

Abstract:

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marketing analytics, resource allocation, marketing strategy, optimization, channel marketing

Darden Case No.
Number of pages: 1 Posted: 30 May 2017 Last Revised: 28 Aug 2020
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 17 (741,246)

Abstract:

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43.

Progressive Insurance War Game

Darden Case No. UVA-QA-0680
Number of pages: 7 Posted: 21 Oct 2008
Paul Farris, Phillip E. Pfeifer and Mathias Hild
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 92 (377,939)
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Abstract:

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pricing, segmentation

44.

The Value of Networks

Darden Case No. UVA-M-0645
Number of pages: 3 Posted: 16 Jun 2009
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 89 (385,594)
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network analysis, technology strategy, valuation, e-business

45.

Procter &Amp; Gamble, Private-Label Brands, and the Wal-Mart Partnership (B)

Darden Case No. UVA-M-0655
Number of pages: 5 Posted: 05 Apr 2010
Paul Farris and Richard Johnson
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 85 (396,540)

Abstract:

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marketing strategy, pricing

46.

Vendor Incentives: Out of the Shadows and into the Sunlight

The CPA Journal, June 2011
Number of pages: 9 Posted: 08 Jun 2010 Last Revised: 14 Jul 2011
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Department of Economics and University of Virginia - Darden School of Business
Downloads 82 (405,044)

Abstract:

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Vendor Incentives, Financial Disclosure

47.

Problems in Pricing

Darden Case No. UVA-M-0456
Number of pages: 3 Posted: 16 Jun 2009
Paul Farris and Phillip E. Pfeifer
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 71 (439,049)
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Abstract:

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price discrimination second-market discounting, price skimming, limit pricing, random discounting, premium pricing, and bundling

Boots Unlimited: Getting a Foot in the Door (A)

Darden Case No. UVA-M-0970
Number of pages: 9 Posted: 07 Oct 2020
Rebecca Goldberg and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 59 (489,258)

Abstract:

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Resilience Education, family business, Google AdWords, market segmentation, search engine marketing

Darden Case No.
Number of pages: 1 Posted: 25 Jun 2019 Last Revised: 28 Aug 2020
Paul Farris and Rebecca Goldberg
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 11 (797,650)

Abstract:

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49.

Sunnyside Fields

Darden Case No. UVA-M-0781
Number of pages: 4 Posted: 07 Apr 2010
Paul Farris and John Norton
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 68 (449,132)
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cost analysis, distribution channels, distribution strategy, new-product development, small business

50.

Path Dependencies and the Long-Term Effects of Routinized Marketing Decisions

ERIM Report Series Reference No. ERS-2008-035-MKT
Number of pages: 30 Posted: 20 Jun 2008
University of Virginia - Darden School of Business, Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE), affiliation not provided to SSRN and Carnegie Mellon University - David A. Tepper School of Business
Downloads 67 (452,622)

Abstract:

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path dependencies, marketing decisions

51.

Managing the Copy-Testing Process

Darden Case No. UVA-M-0680
Number of pages: 11 Posted: 16 Jun 2009
Tania de la Pena Calderon and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 56 (493,648)
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Abstract:

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advertising

52.

Compact Fluorescent Bulbs: 15 Years Later

Darden Case No. UVA-M-0766
Number of pages: 5 Posted: 16 Jun 2009
Paul Farris, Robert E. Spekman and Marjorie Webb
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 54 (501,840)
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sustainability aesthetics market strategy target, analysis

53.

Changing Channels: Progressive Insurance Drive Insurance

Darden Case No. UVA-M-0756
Number of pages: 5 Posted: 16 Jun 2009
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and City University of New York/College of Staten Island
Downloads 49 (523,317)
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Abstract:

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Branding, Channel Conflict

54.

Travelocity.Com (B)

Darden Case No. UVA-M-0660
Number of pages: 9 Posted: 05 Apr 2010
Paul Farris and Richard Johnson
University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 45 (541,543)

Abstract:

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brand management, consumer marketing, marketing strategy, electronic commerce, e-business

55.

Does Tripsense Make Sense?

Darden Case No. UVA-M-0757
Number of pages: 4 Posted: 16 Jun 2009
Paul Farris, Ian Skurnik and Alan Zimmerman
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and City University of New York/College of Staten Island
Downloads 43 (551,228)
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Abstract:

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pricing structure

56.

Iturf

Darden Case No. UVA-M-0639
Number of pages: 13 Posted: 05 Apr 2010
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 27 (642,027)

Abstract:

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business planning, consumer marketing, market position, mergers, new enterprises, retail marketing, strategy formulation, e-business

57.

Ukrop's Savings Spot

Darden Case No. UVA-M-0753
Number of pages: 15 Posted: 16 Jun 2009
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 20 (692,957)
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Customer Loyalty, Return on Investment, Price Promotions, ROI

58.

Makeup Shake-Up: The Challenge of Multichannel Marketing

Darden Case No. UVA-M-0865
Number of pages: 27 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, affiliation not provided to SSRN and affiliation not provided to SSRN
Downloads 17 (716,599)
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multichannel retailing, omnichannel marketing, consumer behavior, marketing personas, personas, marketing research, cosmetics industry

59.

Advertising Experiments at the Ohio Art Company

Darden Case No. UVA-M-0752
Number of pages: 12 Posted: 30 May 2017
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 14 (741,807)
Citation 1
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advertising

60.

Choosing the Right Metrics for Listerine Brand Management in Brazil

Darden Case No. UVA-M-0902
Number of pages: 11 Posted: 30 May 2017
University of Virginia - Darden School of Business, FGV-EAESP and affiliation not provided to SSRN
Downloads 12 (759,730)
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marketing, metrics, brand strategy, brand management, Johnson and Johnson, market share, Brazil, market penetration

61.

Uber Pricing Strategies and Marketing Communications

Darden Case No. UVA-M-0871
Number of pages: 15 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Southern Indiana and Dartmouth College - Tuck School of Business
Downloads 10 (777,945)
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Lean startup, innovation, supply demand, government, regulation, transportation

62.

Chick-Fil-A: A Bird of a Different Feather

Darden Case No. UVA-G-0632
Number of pages: 14 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Southern Indiana and University of Virginia - Darden School of Business
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franchise, fast food, family ownership, succession, management philosophy, strategic issues

63.

David's Bridal: Customer Relationship Management in the Digital Age

Darden Case No. UVA-M-0899
Number of pages: 20 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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online, mobile, social media, vertical integration, customer insight, strategy

64.

Identifying the Vips at Etots

Darden Case No. UVA-M-0650
Number of pages: 2 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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data analysis, marketing management

65.

Bayern Brauerei (Abridged)

Darden Case No. UVA-F-1744
Number of pages: 2 Posted: 13 Sep 2020
Paul Farris and Robert F. Bruner
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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finance, sales, data analytics

66.

Customer Care at Etots.Com

Darden Case No. UVA-M-0649
Number of pages: 7 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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marketing

67.

Progressive Insurance: Making Pay as You Drive a Snap for Consumers

Darden Case No. UVA-M-0873
Number of pages: 21 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden Graduate School of Business
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advertising strategy, pricing strategy, branding, marketing communications, brand strategy, brand management, Progressive Insurance, Snapshot, B to C, Rate Sucker, Flo, marketing budget, marketing forecast

68.

Brand Equity: An Overview

Darden Case No. UVA-M-0879
Number of pages: 27 Posted: 30 May 2017
University of Virginia - Darden School of Business, iLoyalty, affiliation not provided to SSRN and affiliation not provided to SSRN
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brand equity, brand, brand strategy, marketing

69.

J. C. Penney: The "Think Big" Strategy

Darden Case No. UVA-M-0841
Number of pages: 22 Posted: 30 May 2017
Paul Farris and Sylvie Thompson
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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market positioning, turnaround strategy

70.

Red Bull (Abridged)

Darden Case No. UVA-M-0849
Number of pages: 8 Posted: 30 May 2017
Paul Farris, Ervin Shames and Richard R. Johnson
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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advertising, advertising strategy, brand management, marketing mix, marketing strategy, brand positioning, product line management

71.

Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911

Darden Case No. UVA-M-0695
Number of pages: 17 Posted: 30 May 2017
Paul Farris, Eric Kang and Jordan Mitchell
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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product-line policy, marketing

72.

Transformation of Marketing at the Ohio Art Company (a)

Darden Case No. UVA-M-0833
Number of pages: 6 Posted: 30 May 2017
Paul Farris, Rajkumar Venkatesan and Dustin Moon
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
Downloads 3 (847,169)
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advertising, return on marketing

73.

Stainmaster

Darden Case No. UVA-M-0458
Number of pages: 12 Posted: 30 May 2017
Paul Farris, Bette Collins and James Culley
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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international joint venture, new products, marketing distribution

74.

Marketing a Pure Play E-Tailer: Historical Emporium Inc

Darden Case No. UVA-M-0901
Number of pages: 10 Posted: 30 May 2017
Paul Farris and Gerry Yemen
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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resource allocation, AdWords, Google Analytics, marketing analytics, channel marketing, consumer behavior

75.

E-Cigarettes: The Wild, Wild West

Darden Case No. UVA-M-0876
Number of pages: 22 Posted: 30 May 2017
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
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market prediction, new market, quality control, new technology

76.

Red Bull and Energy Drinks 2010

Darden Case No. UVA-M-0826
Number of pages: 2 Posted: 30 May 2017
Paul Farris
University of Virginia - Darden School of Business
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category, growth

77.

Customer Lifetime Value

Darden Case No. UVA-M-0800
Number of pages: 9 Posted: 30 May 2017
Phillip E. Pfeifer and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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customer lifetime value, cohort and incubate, CLV, infinite horizon, prospect lifetime value, retention

78.

The Cola Wars: Dallas 1975

Darden Case No. UVA-M-0900
Number of pages: 2 Posted: 30 May 2017
Paul Farris
University of Virginia - Darden School of Business
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Pepsi, Coca-Cola, marketing, pepsi challenge

79.

The Apple Iphone (Abridged)

Darden Case No. UVA-M-0851
Number of pages: 8 Posted: 30 May 2017
Paul Farris and Robert E. Spekman
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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pricing, innovation

80.

Pitching J.Crew Maternity Apparel to Mickey Drexler

Darden Case No. UVA-M-0854
Number of pages: 19 Posted: 30 May 2017
University of Virginia - Darden School of Business, Robins School of Business, University of Richmond, affiliation not provided to SSRN, affiliation not provided to SSRN and affiliation not provided to SSRN
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new market, purchasing behavior, brand positioning

81.

Media Planning at Pfeifer's Fine Olive Oil

Darden Case No. UVA-M-0812
Number of pages: 17 Posted: 30 May 2017
Paul Farris and Phillip E. Pfeifer
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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impressions, exposures, reach, frequency, audience, CPM, media planning

82.

Google Adwords

Darden Case No. UVA-M-0817
Number of pages: 6 Posted: 30 May 2017
Paul Farris
University of Virginia - Darden School of Business
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keywords, geo-targeting, performance tracking, click-through rate, cost per click

83.

Changing Light Bulbs (a): Westinghouse Super Bulb

Darden Case No. UVA-M-0821
Number of pages: 2 Posted: 30 May 2017
Paul Farris
University of Virginia - Darden School of Business
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margins, differentiation, commodity

84.

Media Modeling and Budgeting at Dmi

Darden Case No. UVA-M-0791
Number of pages: 7 Posted: 30 May 2017
Paul Farris and Phillip E. Pfeifer
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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marketing spend decision analysis data

85.

Customer Profit

Darden Case No. UVA-M-0799
Number of pages: 9 Posted: 30 May 2017
Phillip E. Pfeifer and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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customer profit, customer profitability, recency, retention

86.

Design of Price and Advertising Elasticity Models

Darden Case No. UVA-M-0805
Number of pages: 12 Posted: 30 May 2017
Rajkumar Venkatesan and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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market response models, price elasticity, advertising elasticity, marketing mix, marketing-mix regression

87.

Waterfield Farms

Darden Case No. UVA-M-0647
Number of pages: 7 Posted: 30 May 2017
Paul Farris, Richard R. Johnson and Mary Hickey
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and affiliation not provided to SSRN
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cost analysis, distribution channels, distribution strategy, new-product development, small business

88.

Leonardo: Indianizing Olive Oil

Darden Case No. UVA-M-0904
Number of pages: 12 Posted: 30 May 2017
Rajkumar Venkatesan, Paul Farris and Gerry Yemen
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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Brand building, brand awareness, positioning, marketing channels, product launch, trial and repeat purchase

89.

J. C. Penney: Reinventing Fair and Square Deals (a)

Darden Case No. UVA-M-0835
Number of pages: 11 Posted: 30 May 2017
Paul Farris and Sylvie Thompson
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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positioning

90.

Google, King of Search

Darden Case No. UVA-M-0818
Number of pages: 7 Posted: 30 May 2017
Paul Farris
University of Virginia - Darden School of Business
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market segmentation, cost per click, advertising

91.

Pricing Jonstan's

Darden Case No. UVA-M-0807
Number of pages: 3 Posted: 30 May 2017
Phillip E. Pfeifer and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
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marketing pricing