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

88

DOWNLOADS
Rank 1,148

SSRN RANKINGS

Top 1,148

in Total Papers Downloads

20,066

CITATIONS
Rank 18,715

SSRN RANKINGS

Top 18,715

in Total Papers Citations

17

Scholarly Papers (88)

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 2,843 (2,881)
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Abstract:

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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
Paul Farris, Ervin Shames and Eric Gregg
University of Virginia - Darden School of Business, University of Virginia - Darden School of Business and iLoyalty
Downloads 1,788 (6,429)
Citation 1

Abstract:

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marketing, brand equity

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 Connecticut - Department of Marketing
Downloads 1,135 (11,732)
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Megacities, China, Indonesia, environment analysis, promotion, price, segment, targeting, positioning, pricing, marketing strategy

4.
Downloads 916 ( 20,287)

Customer Profitability

Darden Case No. UVA-M-0718
Number of pages: 15 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 720 (28,272)
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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
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 (131,925)
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Customer Profitability Customer Relationship Management Customer Lifetime Value

5.

The Seven Questions of Marketing Strategy

Darden Case No. UVA-M-0779
Number of pages: 4 Posted: 05 Apr 2010
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 Connecticut - Department of Marketing and University of Virginia - Darden School of Business
Downloads 889 (16,841)
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Abstract:

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marketing strategy basic

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 (30,753)
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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 188 (137,250)
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Abstract:

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marketing

7.

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 839 (20,612)
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Pricing, Innovation, Marketing

8.
Downloads 629 ( 34,516)

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 537 (41,900)
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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 (243,211)
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break-even analysis, contribution analysis, cost analysis, economic analysis, marketing management, marketing strategy

9.

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 614 (34,715)

Abstract:

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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 578 (35,750)
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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 471 (38,727)
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Abstract:

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B2B marketing strategy, channel design and implementation, distribution

12.

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 443 (50,192)
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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 (68,475)
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Abstract:

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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 (290,044)
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Abstract:

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brand management, pricing

14.

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 425 (49,801)
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Abstract:

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distribution channels, marketing strategy

15.

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 415 (48,026)
Citation 2

Abstract:

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multichannel marketing

16.

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 (69,313)
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Abstract:

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advertising media, advertising strategy, media planning

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 334 (67,991)
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new product introduction, emerging industry, product management, e-business

18.

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, Marketing Science Institute and Carnegie Mellon University - David A. Tepper School of Business
Downloads 315 (78,596)
Citation 1

Abstract:

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19.

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 303 (64,895)
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Abstract:

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Branding Loyalty Consumer dialogue

20.

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 291 (74,617)
Citation 3

Abstract:

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

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 286 (80,783)

Abstract:

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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, Marketing Science Institute and Carnegie Mellon University - David A. Tepper School of Business
Downloads 256 (92,554)
Citation 2

Abstract:

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23.

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 238 (103,999)
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Abstract:

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pricing, 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 (131,263)
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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 (391,182)
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Abstract:

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marketing strategy

25.

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 231 (92,204)
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Abstract:

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advertising, decision making

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 228 (109,904)
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Abstract:

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internet, advertising, media planning, marketing

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 186 (124,416)
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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 185 (129,683)
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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 177 (134,690)
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Abstract:

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channels of distribution, pricing

30.
Downloads 132 (185,857)

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 (211,747)
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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 (471,365)
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Abstract:

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consumer marketing, 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 126 (170,365)

Abstract:

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

32.

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 126 (164,808)
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Abstract:

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bicycle industry, branding strategy, consumer marketing

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 113 (191,688)
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business-to-business marketing, bargaining/bidding, market structure, procurement, selling, strategic market planning, supplier relations, e-business

34.
Downloads 113 (209,371)

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 (238,078)
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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 (483,117)
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Abstract:

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media customer lifetime value valuation

35.

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 100 (205,370)
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Abstract:

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distribution channels, distribution strategy, market position

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 95 (217,781)
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Abstract:

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soy milk, beverage industry

37.

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 87 (243,140)
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Abstract:

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pricing, segmentation

38.

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 Connecticut - Department of Marketing and affiliation not provided to SSRN
Downloads 84 (225,203)
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Abstract:

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vodka beverage launch distribution channels, marketing communications

39.

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 72 (248,304)
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Abstract:

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network analysis, technology strategy, valuation, e-business

40.

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 71 (241,331)

Abstract:

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start-up, advertising, new product introduction

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 61 (291,303)

Abstract:

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Vendor Incentives, Financial Disclosure

42.

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 59 (310,973)
Citation 1

Abstract:

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path dependencies, marketing decisions

43.

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 58 (289,028)

Abstract:

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marketing strategy, pricing

44.

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 57 (284,432)
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Abstract:

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

45.

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 50 (324,615)
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Abstract:

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sustainability aesthetics market strategy target, analysis

46.

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 49 (321,743)
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Abstract:

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advertising

47.

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 42 (339,327)
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Abstract:

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Branding, Channel Conflict

48.

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 40 (291,303)
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Abstract:

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cost analysis, distribution channels, distribution strategy, new-product development, small business

49.

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 37 (361,376)
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Abstract:

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pricing structure

50.

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 32 (371,798)

Abstract:

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

51.

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 16 (434,701)

Abstract:

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

52.

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
Downloads 0 (573,266)
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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

53.

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 Connecticut - Department of Marketing, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 0 (573,266)
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Brand building, brand awareness, positioning, marketing channels, product launch, trial and repeat purchase

54.

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 Connecticut - Department of Marketing and University of Virginia - Darden School of Business
Downloads 0 (573,266)
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market response models, price elasticity, advertising elasticity, marketing mix, marketing-mix regression

55.

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
Downloads 0 (573,266)
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Abstract:

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marketing

56.

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 Connecticut - Department of Marketing and affiliation not provided to SSRN
Downloads 0 (573,266)
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Abstract:

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advertising, return on marketing

57.

A Resource-Allocation Perspective for Marketing Analytics

Darden Case No. UVA-M-0861
Number of pages: 12 Posted: 30 May 2017
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Connecticut - Department of Marketing
Downloads 0 (573,266)
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Abstract:

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

58.

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

Darden Case No. UVA-M-0899
Number of pages: 20 Posted: 30 May 2017
Darden School of Business, University of Virginia, University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 0 (573,266)
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online, mobile, social media, vertical integration, customer insight, strategy

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 Connecticut - Department of Marketing
Downloads 0 (573,266)
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Abstract:

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advertising

60.

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
Downloads 0 (573,266)
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keywords, geo-targeting, performance tracking, click-through rate, cost per click

61.

Greentech Media, Inc.: Utilizing Digital Platforms

Darden Case No. UVA-M-0846
Number of pages: 12 Posted: 30 May 2017
Robert E. Spekman and Paul Farris
University of Virginia - Darden School of Business and University of Virginia - Darden School of Business
Downloads 0 (573,266)
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Abstract:

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B2B marketing energy smart grid

62.

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 Tuck School of Business at Dartmouth
Downloads 0 (573,266)
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Lean startup, innovation, supply demand, government, regulation, transportation

63.

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 0 (573,266)
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marketing, metrics, brand strategy, brand management, Johnson and Johnson, market share, Brazil, market penetration

64.

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

65.

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

66.

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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Citation 7
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customer lifetime value, cohort and incubate, CLV, infinite horizon, prospect lifetime value, retention

67.

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

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.

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

70.

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

71.

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

72.

Implementing Marketing Analytics

Darden Case No. UVA-M-0869
Number of pages: 7 Posted: 30 May 2017
Paul Farris and Rajkumar Venkatesan
University of Virginia - Darden School of Business and University of Connecticut - Department of Marketing
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marketing analytics

73.

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

74.

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

75.

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

76.

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

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.

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

79.

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

80.

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

81.

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

82.

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
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multichannel retailing, omnichannel marketing, consumer behavior, marketing personas, personas, marketing research, cosmetics industry

83.

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

84.

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

85.

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

86.

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

87.

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

88.

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 Connecticut - Department of Marketing
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Customer Loyalty, Return on Investment, Price Promotions, ROI