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Peter S. Fader is Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. He joined the faculty in 1987 after receiving his PhD at MIT. His research focuses on uses of data generated by new information technology, such as supermarket scanners, to understand consumer preferences and to assist companies in fine-tuning their marketing tactics and strategies. Current interests include new product forecasting techniques, and models of consumer decision-making in competitive environments. He works closely with a major market research firm and several of its clients to help implement some of his models in actual practice.

Some of his current projects include predictive and explanatory models for consumer packaged goods industries (e.g., product line optimization, and models of new product trial and repeat purchasing patterns) as well as the music industry (e.g., understanding the role of radio airplay in generating album sales).

Professor Fader has been published in numerous professional journals and is an editorial board member for three leading Marketing journals (Journal of Marketing Research, Marketing Science, and Marketing Letters). His teaching interests include Marketing Management and Marketing Research, and he has won several Wharton teaching awards both at the undergraduate and MBA level. He regularly teaches in a variety of executive education programs at Wharton's Aresty Institute.

One of his recent papers, "Modeling Consumer Choice Among SKUs," was named as the winner of the AMA’s 1997 Paul Green Award as the best article published in the Journal of Marketing Research, based on its "potential to contribute significantly to the practice of marketing research."