The discovery and use of laws of marketing

This paper, based on an academic lecture, discusses laws of marketing: how they may be established, and their practical value.

The Discovery and Use of Laws of Marketing1

A.S.C. EhrenbergAske Research Ltd. and Warwick University

Uncovering lawlike relationships between observable phenomena is a commonplace matter which has now been practiced successfully for several hundred years.

This paper on the nature of marketing laws is divided into three main parts. The first illustrates such relationships by describing five simple laws of buyer behavior, three new and two old; the second discusses how laws of marketing should be, and can be, established; and the third illustrates some practical applications of such laws.

The discussion of practical applications is...

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