The Ehrenberg-Bass Institute for Marketing Science

This article has multiple issues. Please help improve it or discuss these issues on the talk page. (Learn how and when to remove these messages) This article contains promotional content. Please help improve it by removing promotional language and inappropriate external links, and by adding encyclopedic text written from a neutral point of view. (February 2023) (Learn how and when to remove this message) A major contributor to this article appears to have a close connection with its subject. It may require cleanup to comply with Wikipedia's content policies, particularly neutral point of view. Please discuss further on the talk page. (February 2023) (Learn how and when to remove this message) This article relies excessively on references to primary sources. Please improve this article by adding secondary or tertiary sources. Find sources: "The Ehrenberg-Bass Institute for Marketing Science" – news · newspapers · books · scholar · JSTOR (February 2023) (Learn how and when to remove this message) (Learn how and when to remove this message)

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.

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)

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]

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]

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]

34°55′20″S 138°35′41″E / 34.922126°S 138.594759°E / -34.922126; 138.594759