Brand Growth at Mars, Inc.: How the Global Marketer Embraced Ehrenberg's Science with Creativity

Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg.

Brand Growth at Mars, Inc.: How the Global Marketer Embraced Ehrenberg’s Science with Creativity

Rachel Kennedy

Mars Marketing Laboratory, Ehrenberg-Bass Institute

Bruce McColl

Mars, Inc.

Management slant

  • The empirical generalizations discovered by Ehrenberg are still relevant today across categories and in all sorts of markets.
  • Applying marketing science, combined with creativity, has helped promote brand growth at Mars, Inc.
  • Understanding marketing laws leads to a new worldview for marketers resulting in different decisions and allocations of resources, such as where, when and how often to advertise.
  • It is one thing to be aware of scientific laws of marketing; but to...

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