Ehrenberg-Bass Institute

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Ehrenberg-Bass Institute, University of South Australia

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.