3min chapter

The Marketing Architects cover image

Marketing as a Science with Professor Byron Sharp

The Marketing Architects

CHAPTER

Bridging Academia and Industry Through Marketing Science

In this chapter, the speaker shares their experience with the Ehrenberg-Bass Institute and its vital role in connecting academic research with industry needs. They explore the challenges of funding in academia and the creation of the impactful book 'How Brands Grow', resulting from the demand for scientifically grounded marketing resources.

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