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...