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Podcast: Looking Outside
Episode: Looking Outside Marketing Science: Byron Sharp, Marketing Research Professor
Description: Marketing is often thought of as a creative field, in part because it leans into the art of negotiation to sell a product, but it must be done with rigor. In this episode, we explore that rigorous side of marketing, and the research that should shape its decisions, with Marketing Science research professor and Director of the Ehrenberg-Bass Institute, Byron Sharp.Naturally curious and a lover of history, Byron sprinkles nuggets of real world truths, as he explains how marketing research is not geeky mathematics or engineering, but the observation of real people and their reaction to...