Peter Danaher


1988 …2022

Research output per year

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Personal profile


Peter Danaher is Professor of Marketing and Econometrics at Monash University in Australia. He is currently the Head of the Marketing Department. 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 a Co-Editor for the Journal of Marketing Research and was formerly an Area Editor for the Journal of Marketing. He 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 behavior, internet usage behavior, 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.













Research area keywords

  • Econometric Methods
  • Marketing Science
  • Media Effectiveness
  • E-Commerce
  • Services Marketing

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Research Output

Tactical use of rewards to enhance loyalty program effectiveness

Danaher, P. J., Sajtos, L. & Danaher, T. S., 2020, (Accepted/In press) In : International Journal of Research in Marketing. 16 p.

Research output: Contribution to journalArticleResearchpeer-review

Delusion in attribution: caveats in using attribution for media budget allocation

Danaher, P. J. & van Heerde, H. J., Oct 2018, In : Journal of Marketing Research. 55, 5, p. 667-685 19 p.

Research output: Contribution to journalArticleResearchpeer-review

3 Citations (Scopus)

The complementarity of frontline service employee creativity and attention to detail in service delivery

Sok, P., Sok, K. M., Danaher, T. S. & Danaher, P. J., 1 Aug 2018, In : Journal of Service Research. 21, 3, p. 365-378 14 p.

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)

Advertising effectiveness and media exposure

Danaher, P. J., 2017, Handbook of Marketing Decision Models. Wierenga, B. & van der Lans, R. (eds.). 2nd ed. Cham Switzerland: Springer, p. 463-481 19 p. (International Series in Operations Research and Management Science; vol. 254).

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

5 Citations (Scopus)

An empirical analysis of factors that influence retail website visit types

Pallant, J., Danaher, P. J., Sands, S. J. & Danaher, T. S., 1 Nov 2017, In : Journal of Retailing and Consumer Services. 39, p. 62-70 9 p.

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)