The Ehrenberg Centre for Research in Marketing
Head of Centre: Dr Dag Bennett
The Centre for Research in Marketing was set up at LSBU by Prof. Andrew Ehrenberg in 1993. Since then academics in London and The Ehrenberg-Bass Institute at the university of South Australia have continued to work with a large number of companies to address critical issues in marketing. Over the years, we have published a range of reports and marketing learnings based on reliable, reusable marketing knowledge, or the Laws of Marketing. The Centre in London is now headed by Dr Dag Bennett (pictured).
The Laws of Marketing hold true across many industries, countries and time-frames, from well-established markets in Europe and North America, to emerging markets round the world. The wide range of findings and applications can be seen in over 60 corporate reports and dozens of corporate seminars.
Ehrenberg's work had a fundamental impact on both academia and practice and has become increasingly influential. To celebrate his contribution to marketing, the Journal of Advertising Research published a special edition with papers in the five areas that represent his major contributions:
- Buyer Behaviour
- Brand Equity
- Modelling and Data Reduction
The Centre is funded through corporate sponsors such as Unilever, P&G, British Airways, Coca-Cola and many others who play a major role in shaping our research agenda. Sponsors in turn are briefed regularly on new findings through in-house seminars and via a members' web-link to Reports and Marketing Learnings.
A new textbook entitled "Competitive Intelligence, Analysis and Strategy",
published by Routledge, is now in print. This book addresses the question of how to leverage the unique intangible assets of an organisation: its explicit, implicit, acquired and derived knowledge. The refreshingly innovative concept of "Intelligence-Based Competitive Advantage" is one which will eclipse the cost-driven and resource-reduction attitudes most prevalent in the first decade of this century. This book was originally published as two special issues of the Journal of Strategic Marketing. Dag Bennett and Charles Graham contributed a chapter on brand growth.
A new textbook entitled "Marketing: Theory, Evidence, Practice",
commissioned by OUP, is now in print.
This follows on from the critical success of "How Brands Grow".
John Scriven and Dag Bennett contributed a chapter on pricing, Charlie Graham and Anita Peleg contributed a chapter ethical and sustainable marketing. The book is
edited by Professor Byron Sharp, with chapters contributed by Ehrenberg Bass colleagues at the University of South Australia as well as at London South Bank.
Unlike "How Brands Grow", which was written with practitioners in mind, "Marketing: Theory, Evidence, Practice" introduces students to the laws of marketing.
Charles Graham has been awarded his PhD of his work titled:
The patterns of long-term repeat-buying in Dirichlet markets.
- Recent papers:
Scriven, J.A. and G. Goodhardt (2012), "The Ehrenberg Legacy: Lessons in Buying Behaviour, Television, Brand Perception, Advertising, and Pricing Value", Journal of Advertising Research, Vol. 52 (2)
Singh, J., J. A. Scriven, M. Clemente, W. Lomax and M. Wright (2012), "New Brand
Extensions: Patterns of Success and Failure", Journal of Advertising Research, Vol. 52 (2)
Scriven, J.A and M. Clemente (2012) "How consumers respond to price deals", Proceedings of the 2012 ANZMAC conference, Adelaide
Bennett, DR, (2012) "Distraction, Sex Differences and Student Performance", Proceedings of the 2012 ANZMAC conference, Adelaide
Zhibin Lin and Dag Bennett completed two papers for the Academy of Marketing Conference 2011. The first was titled 'Investigating the moderating effect of loyalty programme membership' and the second 'Frequent flyer programmes: The China experience'.
- Charles Graham & Nick Danenberg presented 'Swimming with the sharks? Understanding the competitive structure of primary-demand level product-markets' at the Academy of Marketing Conference 2011.
- Charles Graham presented 'A Steady Drip from the Leaky Bucket. The Long-Term Erosion of Repeat-Purchase Loyalty.in: Patterson, A. and Oakes, S. (eds) Proceedings of the Academy of Marketing Conference 2011.
Links and Further Information
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