Globally recognised and considered an authority on marketing by many of the world’s biggest brands, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. Based at the Adelaide University, it is an independent, non-profit, research Institute that can help you make smarter marketing decisions, and grow your brands.
Challenging Traditional Marketing Theories
The Institute is often likened to the fabled Library of Alexandria within marketing circles, owing to its vast repository of knowledge and insights into the domain. The Institute has profoundly influenced the marketing landscape with research, underpinned by empirical data, that continues to challenge and refine the marketing strategies of the world's leading brands.
Some of the Institute's critique includes the 4Ps and the STP (Segmentation, Targeting, Positioning) models which have been a cornerstone of marketing strategies for decades. Their contention is that these theories, while once groundbreaking, now lack the empirical support necessary to address the complexities of modern marketing. By advocating for a more scientific approach, the Ehrenberg-Bass Institute seeks to supplant these traditional theories with data-driven strategies that better reflect the dynamic nature of contemporary consumer behaviour.
