Andrew S.C. Ehrenberg

Andrew S.C. Ehrenberg was a pioneering market researcher before his death in August 2010. He had the rare honor of being awarded the Gold Medal of the British Market Research Society twice. He also held the Honorary Fellowship of the Royal Statistical Society. Ehrenberg became Professor of Marketing at the London South Bank University in 1993, where he founded the Centre for Research Marketing. In 2005, he was awarded an honorary doctorate by the University of South Australia. He received the Lifetime Achievement Award of the American Research Foundation in 2010.

Models Of Buyer Behavior

Chapter 18: Repeat Buying of a New Brand: A 10-Point Case History

Chapter 18 of Models of Buyer Behavior

Repeat Buying of a New Brand reviews three stages essential to supporting the notion that repeat-buying rates are a necessary component in marketing new products. These three stages are measuring behavior, tabulating data, and interpreting data. This information could prove valuable for further market research and forecasting models.