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Professor Byron Sharp 

Position: Professor of Marketing Science
Division/Portfolio: University of South Australia Business School
School/Unit: School of Marketing
Campus: City West Campus
Office: Y4-36
Telephone: +61 8 830 20715
Fax: +61 8 830 20442
Email: Byron_dot_Sharp_at_unisa_dot_edu_dot_au
URL for Business Card: http://people.unisa.edu.au/Byron.Sharp

Other Contacts



Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, one of the University of South Australia's research institutes.

The Ehrenberg-Bass Institute is financially sponsored by global corporations such as Coca-Cola, Mars, Procter & Gamble, Unilever, CBS, Turner Broadcasting and many other global HQ.

Dr Sharp is author of the best-selling research book "How Brands Grow", and the new textbook "Marketing Management: theory, evidence, practice" (Oxford Uni Press, 2013).

Professor Sharp's research has been analysed in The Economist, the Financial Times, Bloomberg TV.

Links to other sites


Ehrenberg-Bass Institute for Marketing Science


Marketing Science blog

The Wharton School SEI Center

Teaching interests

  • Buyer & Consumer Behaviour
  • Laws in marketing
  • Philosophy of Marketing Science
  • Advertising

Professional associations

Board member: Wharton SEI Center's Future of Advertising project.


PhD (Adelaide)

M.Bus by Research (UniSA)

B.Commerce (Auckland)

Research interests

  • Buyer behaviour and brand performance
  • Laws & principles in marketing
  • Market-based assets
  • Advertising & Media

Research publications

100+ refereed conference papers and journal articles, in international journals such as International Journal of Research in Marketing, Journal of Business Research, Journal of Marketing Management, Journal of Consumer Marketing, Australasian Marketing Journal, Journal of Advertising Research.

Professor Sharp's work is widely cited. His book "How Brands Grow" was voted by readers of Advertising Age as the best marketing book of Summer 2013.

A publication list is here: http://marketingscience.info/byrons-publications

Editorial Board member of: Journal of Advertising Research, Marketing Theory, Journal of Consumer Marketing, Marketing Bulletin, Australasian Marketing Journal, and the Journal of Empirical Generalisations in Marketing Science.

Expertise for Media Contact

I am able to provide media comment in the following areas of expertise:

Discipline: Marketing

  • Customer loyalty
  • Loyalty Programs
  • Advertising effectiveness
  • Buyer behaviour
  • Marketing metrics

Research Degree Supervisor

I supervise Masters and PhD research degree candidates undertaking topics related to the core research programs of the Ehrenberg-Bass Institute for Marketing Science.

46 successful completions.

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