Byron Sharp, Professor, Ehrenberg-Bass Institute for Marketing Science

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.

Jenni RomaniukAssociate Professor Jenni Romaniuk heads the Brand Equity Research Group at the Ehrenberg-Bass Institute. Jenni's pioneering research into how brand perceptions influence consumer behaviour is guaranteed to make you re-think your brand and advertising strategies. More than just conjecture, she can present empirical evidence across over 20 markets.
Rachel KennedyAssociate Professor Rachel Kennedy is a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science and where she heads the Advertising Research Group.
John Scriven John Scriven is Director of the Ehrenberg Centre, at London South Bank University. The Ehrenberg Centre works in partnership with the Ehrenberg-Bass Institute to run the Corporate Sponsorship Program, a special program of R&D into marketing that is supported by companies across the globe including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others.
John DawesAssociate Professor John Dawes heads the Pricing Research Group at the Ehrenberg-Bass Institute for Marketing Science. John has an extensive background in sales and marketing, combining a comprehensive understanding of industry issues with a strong research perspective.

"An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management." - Philip Sugai, Professor of Marketing, Doshisha University

"More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers"." - Marketing Week

"...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind." - Joseph Tripodi, The Coca-Cola Company

"Until every marketer applies these learnings, there will be a competitive advantage for those who do." - Mitch Barnes, The Nielsen Company.

"A scientific journey that reveals and explains with great rigour the Laws of Growth." - Bruce McColl Mars Incorporated

"This book puts marketing's myth-makers, of which there are many, in their proper place." - Thomas Bayne, MountainView Learning

"A truly thought-provoking book." - Timothy Keiningham, IPSOS Loyalty

"The evidence in this book should make any marketer think hard about how they manage their brands." - Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK

"This book should be required reading on any marketing course." - Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands

"There is competitive advantage here for those who understand and follow this book's lessons." - Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.