The Ehrenberg-Bass Institute for Marketing Science
The Ehrenberg-Bass Institute for Marketing Science is the world’s largest center dedicated to marketing research. It is an independent, non-profit institute at the University of South Australia in Adelaide. It began as the Marketing Science Centre and became an institute in 2005, the first university institute devoted to marketing science. It was named after two marketing professors, Andrew Ehrenberg and Frank Bass. The Institute has published several business books and an academic textbook. Its research is funded by sponsor contributions and focuses on fundamental issues of marketing and buyer behavior. Institute Director Byron Sharp co-hosted an advertising conference in December 2008 with Yoram Wind from the Wharton School, exploring the digital revolution in advertising and how ads may work in the future. Over 100 senior advertising professionals attended, and a special edition of the Journal of Advertising Research followed in June 2009. In 2012 the Institute collaborated with Wharton’s Future of Advertising project and the Advertising Research Foundation on a follow-up study about multi-media orchestrated advertising.
This page was last edited on 3 February 2026, at 20:22 (CET).