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Business academic Byron Sharp says marketers are doing it all wrong
Professor Byron Sharp is not afraid to pick a fight. The quietly spoken New Zealand-born academic argues that many of the traditional approaches to marketing are based on flawed theory that has businesses jumping at shadows and wasting millions of dollars.
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10 years ago
Adelaide academic Byron Sharp says marketing needs a lot more science and much less of the so-called conventional wisdom. That’s a revolution he’s more than willing to lead.
Professor Byron Sharp is not afraid to pick a fight. The quietly spoken New Zealand-born academic argues that many of the traditional approaches to marketing are based on flawed theory that has businesses jumping at shadows and wasting millions of dollars.
Five years ago, Sharp became a global business name when he published the book How Brands Grow What Marketers Don’t Know. The man who leads more than 70 researchers at the Ehrenberg-Bass Institute in South Australia blew some commonly held marketing theories out of the water.
Read the full article atIn The Black.
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In The Black