Wikipedia

The Ehrenberg-Bass Institute for Marketing Science

The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Ehrenberg-Bass is an independent, non-profit research institute based at the University of South Australia in Adelaide.[1] Previously named the Marketing Science Centre, it was elevated to institute status in 2005. It is the first university institute devoted to marketing science[citation needed]. It was renamed after two marketing academics, Professor Andrew Ehrenberg and Professor Frank Bass. During their careers, both Ehrenberg and Bass have championed the development of simple generalised laws that can be described mathematically and can be widely applied.

Books and Publications edit

The Ehrenberg-Bass Institute has published several business books and an academic textbook.[2]

The Institute’s books are:

  • How Brands Grow: what marketers don’t know - Professor Byron Sharp (Oxford University Press, 2010)[3]
  • How Brands Grow Part 2 - Professor Jenni Romaniuk and Professor Byron Sharp (Oxford University Press, 2015, revised in 2021)[4]
  • Building Distinctive Brand Assets - Professor Jenni Romaniuk (Oxford University Press, 2018)[5]
  • Marketing: Theory, Evidence, Practice - Professor Byron Sharp (Oxford University Press, 2017)

Ehrenberg-Bass Sponsors edit

The program of R&D into marketing was established to research some of the fundamental issues of marketing and buyer behaviour. Pooled contributions from Sponsors fund the Institute.[6]

Specialist Research Services edit

Ehrenberg-Bass specialises in research tools that are underpinned by robust evidence, especially related to what is necessary for profitable brand growth[citation needed]. The Institute focuses on research outcomes, recommendations and insights that are immediately useful for developing a business and marketing strategy.

Some of the core research services offered by Ehrenberg-Bass are:

  • Distinctive Asset Measurement[7]
  • Laws of Growth Analysis[8]
  • Identifying and Prioritising Category Entry Points[9]
  • Brand Metrics Review[10]

Wharton Business School Collaboration edit

The Institute Director Professor Byron Sharp co-hosted an advertising conference with Professor Yoram (Jerry) Wind from The Wharton School in the US in December 2008. The conference explored the 'digital revolution' within advertising and how advertising may work in the future.[11] The event was attended by over 100 senior advertising professionals, and led to a special edition of the Journal of Advertising Research which was released in June 2009.[12] The Institute is collaborating with The Wharton School's 'Future of Advertising' project and the Advertising Research Foundation in 2012 for a follow-up to the 2008 conference which will feature research on multi-media orchestrated advertising.[13]

References edit

  1. ^ "About Us". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  2. ^ "Books". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  3. ^ "How Brands Grow". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  4. ^ "How Brands Grow Part 2 - Revised!". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  5. ^ "Building Distinctive Brand Assets". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  6. ^ "The Corporate Sponsorship Program". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  7. ^ "Distinctive Asset Measurement". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  8. ^ "Laws of Growth Analysis". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  9. ^ "Identifying and Prioritising Category Entry Points". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  10. ^ "Brand Metrics Review". Ehrenberg-Bass Institute for Marketing Science. Retrieved 19 October 2022.
  11. ^ "UniSA-Wharton to unlock future of ads | Adelaide Now". Archived from the original on 3 September 2011.
  12. ^ "Journal of Advertising Research - June 2009". Archived from the original on 24 July 2011. Retrieved 1 July 2010.
  13. ^ "Byron Sharp". Archived from the original on 13 May 2010. Retrieved 1 July 2010.

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