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

89

DOWNLOADS
Rank 1,475

SSRN RANKINGS

Top 1,475

in Total Papers Downloads

20,340

SSRN CITATIONS
Rank 37,099

SSRN RANKINGS

Top 37,099

in Total Papers Citations

5

CROSSREF CITATIONS

11

Scholarly Papers (89)

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 3,002 (3,803)
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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: 04 May 2018
Paul Farris, Ervin Shames and Eric Gregg
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and iLoyalty
Downloads 1,880 (8,356)
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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 (14,945)
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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: 09 Apr 2018
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 1,038 (21,161)
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marketing strategy basic

5.
Downloads 917 ( 25,434)

Customer Profitability

Darden Case No. UVA-M-0718
Number of pages: 15 Posted: 21 Oct 2008 Last Revised: 04 May 2018
Paul Farris, Phillip E. Pfeifer and Neil Bendle
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 721 (35,035)
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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: 04 May 2018
Paul Farris, Phillip E. Pfeifer and Neil Bendle
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 196 (159,697)
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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 908 (25,816)
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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, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 676 (38,192)
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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, University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 189 (165,081)
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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

Darden Business School Working Paper No. 01-07
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 636 (42,093)
Citation 1

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9.
Downloads 630 ( 42,646)

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 538 (51,649)
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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 92 (291,032)
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break-even analysis, contribution analysis, cost analysis, economic analysis, marketing management, marketing strategy

10.

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 612 (44,290)
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advertising, advertising media, advertising strategy, ethical issues, marketing strategy, product positioning

11.

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 596 (45,900)
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B2B marketing strategy, channel design and implementation, distribution

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 556 (50,174)
Citation 9

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 476 (61,004)
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Abstract:

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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 470 (61,981)
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Abstract:

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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 361 (84,139)
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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 69 (346,418)
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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 382 (79,338)
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Abstract:

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Branding Loyalty Consumer dialogue

17.

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 367 (83,199)
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new product introduction, emerging industry, product management, e-business

18.

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 360 (85,096)
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advertising media, advertising strategy, media planning

19.

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 352 (87,324)

Abstract:

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

20.

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

Darden Business School Working Paper No. 01-08
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 326 (95,140)

Abstract:

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21.

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 315 (98,837)
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Abstract:

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marketing

22.

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

Darden Business School Working Paper No. 01-21
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 286 (109,751)
Citation 4

Abstract:

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23.

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 (112,245)
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Abstract:

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advertising, decision making

24.

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 University of Virginia - Darden School of Business
Downloads 250 (126,368)
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Abstract:

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pricing, marketing

25.

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 237 (133,355)
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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 (158,896)
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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 36 (465,212)
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Abstract:

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marketing strategy

27.

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 210 (149,772)
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Abstract:

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Branding, Pricing, Advertising

28.

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 200 (156,793)
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Abstract:

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Marketing, Strategy, Retailing, Service, Operations

29.

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 (162,827)
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Abstract:

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channels of distribution, pricing

30.

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 (198,541)
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bicycle industry, branding strategy, consumer marketing

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 149 (202,935)

Abstract:

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

32.
Downloads 132 (223,846)

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 112 (254,166)
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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 20 (556,917)
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Abstract:

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consumer marketing, pricing

33.

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 127 (230,603)
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business-to-business marketing, bargaining/bidding, market structure, procurement, selling, strategic market planning, supplier relations, e-business

34.

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 (246,691)
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Abstract:

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distribution channels, distribution strategy, market position

35.
Downloads 113 (251,328)

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 95 (285,019)
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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 18 (570,488)
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Abstract:

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media customer lifetime value valuation

36.

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 107 (261,136)
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soy milk, beverage industry

37.

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 103 (268,097)
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vodka beverage launch distribution channels, marketing communications

38.

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 102 (269,931)

Abstract:

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start-up, advertising, new product introduction

39.

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 91 (290,780)
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Abstract:

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pricing, segmentation

40.

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 88 (296,983)
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network analysis, technology strategy, valuation, e-business

41.

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 73 (331,908)

Abstract:

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Vendor Incentives, Financial Disclosure

42.

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 72 (334,471)

Abstract:

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marketing strategy, pricing

43.

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 (337,101)
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price discrimination second-market discounting, price skimming, limit pricing, random discounting, premium pricing, and bundling

44.

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 67 (347,917)
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cost analysis, distribution channels, distribution strategy, new-product development, small business

45.

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 62 (362,107)

Abstract:

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path dependencies, marketing decisions

46.

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 58 (374,179)

Abstract:

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

47.

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 55 (383,842)
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Abstract:

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advertising

48.

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 (387,128)
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Abstract:

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sustainability aesthetics market strategy target, analysis

49.

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 (403,915)
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Abstract:

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Branding, Channel Conflict

50.

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 42 (429,838)
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Abstract:

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pricing structure

51.

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 40 (437,853)

Abstract:

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

52.

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 25 (508,900)

Abstract:

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

53.

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 19 (544,510)
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Customer Loyalty, Return on Investment, Price Promotions, ROI

54.

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 14 (575,211)
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multichannel retailing, omnichannel marketing, consumer behavior, marketing personas, personas, marketing research, cosmetics industry

55.

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
Downloads 6 (627,877)
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Abstract:

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online, mobile, social media, vertical integration, customer insight, strategy

56.

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
Downloads 6 (627,877)
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franchise, fast food, family ownership, succession, management philosophy, strategic issues

57.

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

Darden Case No. UVA-M-0970
Number of pages: 9 Posted: 25 Jun 2019
Paul Farris and Rebecca Goldberg
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 4 (641,853)
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Resilience Education, family business, Google AdWords, market segmentation, search engine marketing

58.

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
Downloads 4 (641,853)
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market positioning, turnaround strategy

59.

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
Downloads 2 (659,234)
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resource allocation, AdWords, Google Analytics, marketing analytics, channel marketing, consumer behavior

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, affiliation not provided to SSRN and affiliation not provided to SSRN
Downloads 2 (659,234)
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marketing, metrics, brand strategy, brand management, Johnson and Johnson, market share, Brazil, market penetration

61.

A Resource-Allocation Perspective for Marketing Analytics

Darden Case No. UVA-M-0861
Number of pages: 9 Posted: 30 May 2017 Last Revised: 26 Oct 2019
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 2 (659,234)
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marketing analytics, resource allocation, marketing strategy, optimization, channel marketing

62.

Implementing Marketing Analytics

Darden Case No. UVA-M-0869
Number of pages: 8 Posted: 30 May 2017 Last Revised: 26 Oct 2019
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 2 (659,234)
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marketing analytics, big data, resource allocation, return on marketing investment, ROMI, organizational change

63.

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

64.

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

65.

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

66.

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
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advertising

67.

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

68.

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
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Lean startup, innovation, supply demand, government, regulation, transportation

69.

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
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advertising, return on marketing

70.

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

71.

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

72.

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

73.

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

74.

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

75.

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

76.

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

77.

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

78.

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

79.

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

80.

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

81.

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

82.

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

83.

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

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.

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

87.

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

88.

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

89.

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