Abstract
This book by Byron Sharp builds upon previous seminal marketing science/research work undertaken by Andrew Ehrenberg and Gerald Goodhart. It attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought, using empirical data collected over the years by the Ehrenberg-Bass Institute. Overall the reviewer feels that the book encourages the reader to take stock and reassess current marketing practices as well as the marketing research that is undertaken to support these practices.
| Original language | English |
|---|---|
| Pages (from-to) | 441-442 |
| Number of pages | 2 |
| Journal | International Journal of Market Research |
| Volume | 53 |
| Issue number | 3 |
| Publication status | Published - 2011 |
Keywords
- marketing
- brands
- Ehrenberg-Bass Institute