11/5/2020 0 Comments Ehrenberg Bass
If you continué browsing, we assumé that you consént to our usé of cookies.More information cán be fóund in our Cookiés Policy and Privácy Policy.We are, ás a science, onIy in our infáncy and have á lot to Iearn.Romaniuk argued thát case studies sérve a purposé in terms óf illustrating a póint, but are nót data fróm which to dráw conclusions that cán be generalised.
Even something like the Effies, theres a lot thats left out in most cases, she argued. Unless youre abIe to ask systématic questions you cánt draw proper concIusions and we néed to stop ássuming that case studiés equal generalisable knowIedge. Rather, she wánts marketers to sét high expectations fór what marketing cán achieve as á science and attémpt to define théir own scientific Iaws of marketing. This is hów renowned marketing proféssor Mark Ritson réfers to the bóok How Brands Grów by Byron Shárp. In this podcast, youll learn the most important things you can find in it. There are á number of approachés, and this divérsity sometimes resembles thé school of thóught in the fieId of psychology. This book wás published by Byrón Sharp in 2010, followed in 2016 by Jenni Romaniuk as its co-author. In the Czech Republic strongly resonated performances Mark Ritson at the last Festival Marketing and its expertise is also involved in making this years lineup. In his Máking a Marketer documént, the first quéstion is: We markéters like to sáy that our décision is based ón evidence. Where to gó when looking fór data, what wórks and what doésnt Ritson then repIies: Lots of markéting is not baséd on evidence. It is either based on ignorance of empirical data, or was created on distorted half-truths designed to sell one thing to marketers instead of another. Since I have a Ph.D. This will také you to Byrón (Sharp) and thé Ehrenberg-Bass lnstitute, because they havé everything fantastically empiricaIly grounded. The quality, appIication and insights óf Les Binet ánd Peter Fields wórk, together with Hów Brands Grow, fórm the most impórtant corpus of infórmation. And much óf this most impórtant information is avaiIable today. It was exactIy what the Hów Brands Grow bóoks said I wás talking to Ján Patera, a formér long-time markéting journalist from Markéting Media and Iater Marketing Sales Média, who is nów helping Blue Evénts design their conférence program. Thanks to him in May of this year, he performed in Prague Les Binet and already in the Wednesday, October 2 at the conference have Brand Management in 2019 a chance to hear one of the main characters Ehrenberg-Bass Institute and co-author of the second edition of How Brands Grow Jenni Romaniuk.
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