Phillip E. Pfeifer

Having retired in 2017, I am now the Richard S. Reynolds Emeritus professor of business at the University of Virginia’s Darden School of Business where I taught courses in Decision Analysis and Data Analysis. A graduate of Lehigh University and the Georgia Institute of Technology, I have been fortunate to have won a few teaching awards and been recognized in Business Week's Guide to the Best Business Schools. My research was in the areas of decision making and direct marketing with my most cited paper being "Modeling Customer Relationships using Markov Chains". In 2004 I was recognized as the Darden School’s faculty leader in terms of external case sales, and in 2006 I co-authored a managerial book, Marketing Metrics: 50+ Metrics Every Executive Should Master, which was named best marketing book of the year by Strategy + Business. The book is now in its second edition and has sold close to 60,000 copies. In 2010 I was a visiting professor at the Stevens Insitute of Technology, and in 2012 I was a visiting professor at Notre Dame. It is not a coincidence that my lacrosse-playing sons attended these same two Universities.