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Media Release

May 17th 2010

Science busts medieval marketing myths

Professor Byron SharpA global marketing expert will reveal the scientific methods that have helped some of the world’s leading companies grow their brands at a free public lecture this coming Wednesday (May 19th).

Professor Byron Sharp, director of the Ehrenberg Bass-Institute at the University of South Australia, will draw on years of research to dispel common misconceptions about brand growth, competition, loyalty, advertising and price promotions across hundreds of product categories.

Prof Sharp says that many of today’s marketers are like medieval doctors, relying on decades of myth and intuition, rather than proven scientific fact.

“In medieval times doctors thought they knew a great deal. They had thick text books, university degrees and plenty of experience...but the overall effect of their doctoring was to shorten their patient’s lives,” he says.

“Many marketing managers today operate according to folklore, experience and intuition – just like medieval doctors and some of the things they do unwittingly bleed the organisations they work for.”

In his public address, Prof Sharp will give examples of how leading global marketers are weeding out the misplaced practices, and putting in place systems and metrics to promote evidence-based marketing.

Prof Sharp’s lecture takes much from his recent publication How Brands Grow...What Marketers Don’t Know, which is based on decades of research that has progressively uncovered scientific laws about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.

Commenting on the book and Prof Sharp’s insights, Chief Marketing and Commercial Officer of the Coca Cola Company, Joseph Tripodi says that it is clear that marketing can benefit from science.

“Science has revolutionised every discipline it has touched, now it’s marketing’s turn. All marketers need to move beyond the psycho-babble and read this book...or be left hopelessly behind,” he says.

Event details:
How Brands Grow. How scientific discoveries are changing marketing within the world's leading companies.
Presented by Professor Byron Sharp
Wednesday 19th May, 5.45pm for a 6.00pm start. 7.00pm refreshments and networking
Level 3, Hawke Centre, UniSA City West Campus.

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