Paul Farris

Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winning articles on retail power, the measurement of advertising effects, and marketing budgeting. Farris has published in journals such as the Harvard Business Review, Journal of Marketing, Journal of Advertising Research, and Marketing Science. He has served on boards of manufacturers and retailers and as an academic trustee of the Marketing Science Institute; and consulted with clients including Apple, IBM, Procter & Gamble, and Unilever.

Farris's general research focus is in the area of marketing productivity and measurement. His work has been published in 10 books and more than 70 articles, appearing in professional journals and publications such as the Wall Street Journal, Harvard Business Review, Journal of Marketing, Marketing Science, Management Science, Decision Sciences, Journal of Interactive Marketing, Journal of Advertising Research, Journal of Retailing, Journal of the Academy of Marketing Science, and the Sloan Management Review. Farris has coauthored award-winning articles on retailer power, marketing strategy, and advertising testing. He has served as an academic trustee of the Marketing Science Institute and is a current or past member of the editorial boards for the Journal of Marketing, the Journal of Retailing, the International Journal of Advertising, Marketing--Journal of Research and Management, and the Journal of Advertising Research. His current research is on channel conflict and building coherent systems of marketing metrics. His coauthored book, Marketing Metrics: 50+ Metrics Every Executive Should Master, was selected by Strategy + Business as the 2006 Marketing Book of the Year.