Does empirical science have a place in marketing?

Colin McDonald

The Ehrenberg-Bass Institute, established in March 2006, celebrates the work of two pioneers in marketing science.

Does empirical science have a place in marketing?

Colin McDonald McDonald Research

The Ehrenberg-Bass Institute was inaugurated last March in the University of South Australia. For those whom this piece of news may have escaped, the new Institute upgraded the University's Marketing Science Centre and its long-standing partnership with the Ehrenberg Centre for Marketing at South Bank University, London. The job of this continuing partnership, which is funded by leading marketing companies, agencies and others, is to establish new knowledge about how markets work.

There is already a substantial corpus of such knowledge, which ought to be in the...

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