, Volume 10, Issue 1, pp 76-81
Date: 08 Mar 2011

The Laws of Brand Gravity

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Abstract

One of the great marketing researchers, Professor Andrew Ehrenberg, died last August. International Commerce Review sees its job as bringing the freshest, latest ground-breaking research directly to the attention of leading industry practitioners. So why publish an article about research from a man who is dead, and whose work spans nearly half a century? Because, if his findings stand, many companies – perhaps most – are still wasting millions of euros, dollars and pounds pursuing strategies that can never work. Professor Ehrenberg’s work still needs further airing and debate.