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Ehrenberg-Bass Institute name and legacy

In 2005, in recognition of over a decade of achievements, the Marketing Science Centre was elevated to institute status. To commemorate this, and to signal its research philosophy, the centre was re-named the Ehrenberg-Bass Institute for Marketing Science. It is the first university institute devoted to marketing science.

The name honours two famous marketing academics, Professor Andrew Ehrenberg and the late Professor Frank Bass. Both Ehrenberg and Bass have championed the development of simple generalised laws that can be described mathematically and can be used by managers over and over again.

Professor Andrew Ehrenberg
Professor Andrew Ehrenberg’s contribution to marketing science extends over a wide range of topics, including the discovery of empirical generalisations in areas such as brand buying, television viewing, attitudes, and reactions to price changes. Ehrenberg is famous for discovering that the distribution of brand purchase rates follow a very predictable pattern, the Negative Binomial Distribution (NBD).

Professor Andrew Ehrenberg
Professor Frank Bass
Professor Frank Bass’ well-known paper, A New Product Growth Model for Consumer Durables, published in Management Science in 1969, launched the field of mathematical modelling of new product sales. It also helped establish marketing as a science in which well tested mathematical models could be used to predict the behaviour of future markets.		 Professor Frank Bass

 

 

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