About the Ehrenberg-Bass Institute
Based at the University of South Australia Business School, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. Our team of 60+ marketing scientists are advancing marketing knowledge, busting pseudo-science and marketing myths, and teaching marketers how marketing really works and how brands grow. Through our Corporate Sponsorship Program we help companies all over the world to develop and benefit from a culture of evidence-based marketing.
If you don’t understand evidence-based marketing principles, then you are probably spending a lot of money on brand activities that don’t work.
The Ehrenberg-Bass Institute teaches marketers to make smart decisions.
Bruce McColl, Global CMO, Mars Inc.
How can we help you?
We are considered an authority on marketing by many of the world’s biggest brands. We can help you make smarter marketing decisions, and grow your brands.
The Corporate Sponsorship Program
Access a multi-million dollar R&D program in exchange for an annual financial contribution. Benefits include access to the online Corporate Sponsor Member’s Area, new marketing knowledge, in house marketing seminars, and expert advice.
Corporate Sponsors also have exclusive access to our Specialist Research Services.
We are fiercely independent, and must maintain the world’s trust in that independence (and hence credibility).
While we are inspired by industry problems, we don’t allow any sponsor(s) to direct our research.
Name & Founders
We are named after two world-famous marketing academics who dedicated their professional lives to the discovery of scientific laws about marketing and buyer behaviour.
Professor Andrew Ehrenberg (1926 – 2010)
Professor Andrew Ehrenberg made countless contributions to marketing science. His fundamental belief was that the methods of physical science are also applicable to the social sciences.
Notable contribution: the Negative Binomial Distribution (NBD) model
Professor Frank Bass (1926 – 2006)
Professor Frank Bass pioneered the establishment of marketing as a science in which well-tested mathematical models could be used to predict the behaviour of future markets.
Notable contribution: the Bass diffusion model