Byron Sharp
Director, Ehrenberg-Bass Institute for Marketing Science, Australia
However, I suspect they aren’t. Marketers today are better educated about alternatives, and about the problems with focus groups, but the drama and speed of focus groups makes them attractive. Today, I see them used...
Advertising Got Micropersonal – And We Don’t Care
UniSA’s Ehrenberg-Bass Institute for Marketing Science question the effectiveness of micro-targeting in advertising....
How Brands Don’t Grow: Part 2
In the second of a two part interview, the author of How Brands Grow, Byron Sharp, tells us the mistakes marketers are making....
How Brands Don’t Grow: Part 1
In the first of a two part interview, the author of How Brands Grow, Byron Sharp, tells us the mistakes marketers are making....