Ehrenberg-Bass News

There is a lot of research that shows an emotional response is important in driving further cognitive or behavioural responses.

If you want to read some original research on this topic from more than two years of work, five different data sets, around 1,000 videos, and nine individual studies by a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, then I recommend reading Viral Marketing: The Science of Sharing by Dr. Karen Nelson-Field, which is published by Oxford University Press.

What started in the backstreets of Blacktown is now coming to Paris and Prague after winning over London and New York. But there's a drawback to this Aussie success.

If the company is unable to identify areas for potential growth and focuses only on market shares, it is doomed to failure, thinks Stefan Sarvaš.

Byron Sharp might not make things interesting but his work with the Ehrenberg Bass Institute has changed the face of modern marketing forever.

This year’s Festival of Marketing will see our key editorial themes come to life across two days on the Marketing Week Strategy and Leadership stage and beyond – with the help of some of the biggest names in the industry.