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

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Author information

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.

Gerald J. Goodhardt

Apart from being the Institute Chairman of the Board, Professor Gerald J. Goodhardt is Emeritus Professor of City University, Visiting Professor at Kingston University, and also a Visiting Research Associate at South Bank University. Formerly Sir John E. Cohen Professor of Consumer Studies and Dean of the City University Business School, Professor Goodhardt has spent 20 years in industry and commerce prior to his 20 years as an academic.

Professor Goodhardt served as Chairman of the Market Research Society (Gold Medalist in 1969 and 1996) and as Honorable Secretary of the Royal Statistical Society. He was also Founding President of the Market Research Benevolent Association. He published extensively in marketing and statistical journals, mainly in quantitative aspects of consumer behavior and the audience use of broadcast media. He is a also considered to be a marketing scientist.