An academic's agenda for the nineties

Prof Andrew S C Ehrenberg

Andrew Ehrenberg cannot be described as a heretic. But while the seminal and often revolutionary contributions to marketing thought he has made, and is still making, are rarely disputed, their application to marketing decisions is not as widespread as it could profitably be.

An academic's agenda for the nineties

Where academic and practical combine

Andrew S C Ehrenberg

Andrew Ehrenberg cannot be described as a heretic. But while the seminal and often revolutionary contributions to marketing thought he has made, and is still making, are rarely disputed, their application to marketing decisions is not as widespread as it could profitably be. Here he outlines some areas where serious utilisation would be no more than ordinary common sense.

A CLOSE FRIEND once said that I usually answer questions which nobody has asked (he certainly usedto be a close friend). In joining...

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