The Ehrenberg Legacy: Lessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing
John Scriven
London South Bank University
Gerald Goodhardt
Ehrenberg-Bass Institute
Management slant
- A result can be regarded as predictable (and therefore useful) when it has recurred consistently under a known range of different conditions. Models based on a single set of data have limited use beyond the circumstances described.
- All brands have many light and a few heavier buyers. Most effective marketing works on the many light buyers.
- There are no known examples of competitive niches where brands have small customer bases who are much more loyal...