BIO

Paul W. Farris is the Emeritus Landmark Communications Professor of Business at the University of Virginia’s Darden Graduate School of Business Administration. His doctorate is from the Harvard Business School, where he taught before his appointment at the University of Virginia. His MBA is from the University of Washington and his undergraduate degree from the University of Missouri. He has also served in in the U.S. Army, worked in marketing management for UNILEVER, Germany and in account management for the LINTAS advertising agency.
Professor Farris has authored or co-authored twelve books and over eighty articles. He has co-authored award-winning articles on distribution and marketing metrics, retailer power, dynamics of marketing strategy, and marketing budgeting. He is a current or past member of the editorial boards for the Journal of Marketing, the Journal of Retailing, Journal of Advertising Research, Marketing – a Journal of Research and Management, the International Journal of Advertising, and also served as an Academic Trustee of the Marketing Science Institute. Marketing Metrics: 50+ Metrics Every Executive Should Master, now in the fourth edition, was selected by Strategy + Business, as “2006 Marketing Book of the Year.” His 2015 co-authored paper on clarifying marketing ROI received was the Marketing Science Institute’s most frequently downloaded paper.
Professor Farris has consulted for many international companies, including Google, Apple, Kroger, Best Buy, and Procter & Gamble. He has provided expert witness testimony in a number of lawsuits involving marketing and distribution practices. Professor Farris has also served as a director on the boards of six companies, including retailers, manufacturers, and distributors.