The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Based at the University of South Australia in

Adelaide Adelaide ( ) is the capital city of South Australia, the state's largest city and the fifth-most populous city in Australia. "Adelaide" may refer to either Greater Adelaide (including the Adelaide Hills) or the Adelaide city centre. The dem ...

, Ehrenberg-Bass is an independent, not-for-profit research institute. Previously named the Marketing Science Centre, it was elevated to institute status in 2005 after recognition of over a decade of achievements. It is the first university institute devoted to marketing science. To signal the Institute's research

philosophy Philosophy (from , ) is the systematized study of general and fundamental questions, such as those about existence, reason, knowledge, values, mind, and language. Such questions are often posed as problems to be studied or resolved. Some ...

it was renamed after two marketing academics, Professor

Andrew Ehrenberg Andrew Ehrenberg (1 May 1926 – 25 August 2010) was a statistician and marketing scientist. For over half a century, he made contributions to the methodology of data collection, analysis and presentation, and to understanding buyer behaviour a ...

and Professor

Frank Bass Frank M. Bass (December 27, 1926 – December 1, 2006) was an American academic in the field of marketing research and marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologi ...

. 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. Since its inauguration as an Institute, the team at Ehrenberg-Bass has continued to grow under the leadership of Director, Professor Byron Sharp. A team of over 60 Marketing Scientists are advancing marketing knowledge, busting pseudo-science and marketing myths, and teaching marketers how marketing really works and how brands grow. Along the way the Institute has received a number of awards and accolades. The Ehrenberg-Bass Institute is considered an authority on marketing by many of the world’s biggest brands. The team is making a global impact as it works with companies all over the world to help marketers to develop an evidence-based mindset, make smarter marketing decisions and grow their brands. The Institute benefits from the advice and counsel of three outstanding

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, and

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composed of senior executives that have shown an ongoing commitment to the Institute’s growth and objectives. However, while the Ehrenberg-Bass Institute is inspired by industry problems, it is fiercely independent and does not do advocacy research or allow any external parties to direct its research.

Books and Publications

The Ehrenberg-Bass Institute has published several business books and an academic textbook, including International bestseller ''How Brands Grow'' which has received acclaim from industry and academia. The Institute’s books are: * How Brands Grow: what marketers don’t know - Professor Byron Sharp (Oxford University Press, 2010) * How Brands Grow Part 2 - Professor Jenni Romaniuk and Professor Byron Sharp (Oxford University Press, 2015, revised in 2021) * Building Distinctive Brand Assets - Professor Jenni Romaniuk (Oxford University Press, 2018) * Marketing: Theory, Evidence, Practice - Professor Byron Sharp (Oxford University Press, 2017)

Ehrenberg-Bass Sponsors

The Institute's research into marketing is sponsored by many of the worlds biggest brands. 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’s large team of marketing scientists and ambitious research agenda. Sponsorship gives companies the tools and knowledge to grow brands and develop a smarter, evidence-based marketing team. Ehrenberg-Bass Sponsors benefit from exclusive access to state-of-the art research findings and a team of world-class experts via online resources, expert advice, new marketing knowledge and seminars led by the Institute’s Marketing Scientists.

Specialist Research Services

Ehrenberg-Bass specialises in research tools that are underpinned by robust evidence, especially related to what is necessary for profitable brand growth. The large team of marketing scientists are highly skilled at performing in-depth investigations, and have experience working with a broad range of companies across all kinds of industries, all over the world. 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 * Laws of Growth Analysis * Identifying and Prioritising Category Entry Points * Brand Metrics Review

Wharton Business School Collaboration

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. The event was attended by over 100 senior advertising professionals. The conference lead to a special edition of the

Journal of Advertising Research The Advertising Research Foundation (ARF) is a nonprofit industry association for creating, aggregating, and sharing knowledge in the fields of advertising and mass media. It was founded in 1936 by the Association of National Advertisers and the A ...

which was released in June 2009. 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.

References

External links

About the Ehrenberg-Bass Institute
{{DEFAULTSORT:Ehrenberg-Bass Institute for Marketing Science University of South Australia Research institutes in Australia Market research organizations Research institutes established in 2005 2005 establishments in Australia Marketing in Australia