Specialisation: Market models, advertising, applied econometrics
Peter Danaher is Professor of Marketing and Econometrics at Monash University in Australia. Formerly, he was Coles Myer Chair of Marketing and Retailing at the Melbourne Business School, and was previously at the University of Auckland. He has held visiting positions at London Business School, The Wharton School, NYU and MIT. He is an Area Editor for the Journal of Marketing Research and the Journal of Marketing, and also serves on the Editorial Boards of Marketing Science, IJRM and the Journal of Service Research. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behaviour, internet usage behaviour, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Service Research, Journal of Advertising Research, Journal of the American Statistical Association, Journal of Retailing, Journal of Business and Economic Statistics and the American Statistician.
Danaher P.J,, Mike Smith, Kulan Ranasinghe and Tracey S. Danaher (2015), “Where, When and How Long: Factors that Influence the Effectiveness of Mobile Phone Coupons” Journal of Marketing Research, 52, 5 (October), 710-725.
Danaher P.J. and Dagger, T. (2013), “Comparing the Relative Effectiveness of Advertising Channels: a Case Study of a Multimedia Blitz Campaign,” Journal of Marketing Research, 50, 4, (August), 517-534.
Danaher, Peter J., John Roberts, Ken Roberts and Alan Simpson (2011), “Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways”, Marketing Science, 30, 4, 586-594.
Danaher, P.J., Janghyuk Lee and Laoucine Kerbache (2010), “Optimal Internet Media Selection”, Marketing Science, 29, 2 (March) 336-347.
Danaher, P.J., Andre Bonfrer and Sanjay Dhar (2008), “The Effect of Competitive Advertising Interference on Sales for Packaged Goods” Journal of Marketing Research, 45 (April), 211-225.