Ehrenberg-Bass Institute
Professor Andrew Ehrenberg
Professor Andrew Ehrenberg's contribution
to marketing science extends over a wide range of
topics. He has discovered empirical
generalisations in areas such as brand buying, TV
viewing, attitudes, and reactions to price
changes.
Ehrenberg is famous for introducing the NBD (Negative Binomial Distribution) model of buying and (with Gerald Goodhardt) extending this to brand choice with the NBD- Dirichlet model. In doing so helped to introduce the concept of thinking of brand choice in probabilistic terms.
Both Ehrenberg and Bass have championed the development of simple generalized laws that can be describe mathematically and that can be used by managers over and over again. Both have spoken out against the pseudo-science of complex once-off statistical modelling.
For a list of Professor Andrew Ehrenberg's Academic Publications click here
Wikipedia article on Andrew Ehrenberg.
Ehrenberg is famous for introducing the NBD (Negative Binomial Distribution) model of buying and (with Gerald Goodhardt) extending this to brand choice with the NBD- Dirichlet model. In doing so helped to introduce the concept of thinking of brand choice in probabilistic terms.
Both Ehrenberg and Bass have championed the development of simple generalized laws that can be describe mathematically and that can be used by managers over and over again. Both have spoken out against the pseudo-science of complex once-off statistical modelling.
For a list of Professor Andrew Ehrenberg's Academic Publications click here
Wikipedia article on Andrew Ehrenberg.
