Ehrenberg-Bass Institute
August, 2010
We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing.
We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
Professor Andrew Ehrenberg (1926 - 2010)
Professor
Andrew Ehrenberg's contribution to marketing
science extends over a wide range of topics.
He discovered empirical generalisations in
areas such as brand buying, TV viewing,
attitudes, and reactions to price
changes.
Ehrenberg is famous for introducing the NBD (Negative Binomial Distribution) model of buying and (with Gerald Goodhardt) extending this to brand choice with the NBD- Dirichlet model. In doing so he helped to introduce the concept of thinking of brand choice in probabilistic terms.
Both Ehrenberg and Bass championed the development of simple generalized laws that can be described numerically, and that can be used by managers over and over again. Both have spoken out against the pseudo-science of complex once-off statistical modelling.
Professer Ehrenberg is a legendary figure in the marketing, market research and statistics fields. His contribution to the development of marketing science has been enormous, over a period of six decades. The work of the Ehrenberg-Bass Institute, in developing empirical generalisations in marketing continues his important work, and will build on his legacy.
For a list of Professor Andrew Ehrenberg's Academic Publications click here
Wikipedia article on Andrew Ehrenberg.
We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing.
We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
Professor Andrew Ehrenberg (1926 - 2010)
Ehrenberg is famous for introducing the NBD (Negative Binomial Distribution) model of buying and (with Gerald Goodhardt) extending this to brand choice with the NBD- Dirichlet model. In doing so he helped to introduce the concept of thinking of brand choice in probabilistic terms.
Both Ehrenberg and Bass championed the development of simple generalized laws that can be described numerically, and that can be used by managers over and over again. Both have spoken out against the pseudo-science of complex once-off statistical modelling.
Professer Ehrenberg is a legendary figure in the marketing, market research and statistics fields. His contribution to the development of marketing science has been enormous, over a period of six decades. The work of the Ehrenberg-Bass Institute, in developing empirical generalisations in marketing continues his important work, and will build on his legacy.
For a list of Professor Andrew Ehrenberg's Academic Publications click here
Wikipedia article on Andrew Ehrenberg.
