PT  - JOURNAL ARTICLE
AU  - Rachel Kennedy
AU  - Bruce McColl
TI  - Brand Growth at Mars, Inc.
AID  - 10.2501/JAR-52-2-270-276
DP  - 2012 Jun 01
TA  - Journal of Advertising Research
PG  - 270--276
VI  - 52
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/52/2/270.short
4100  - http://www.journalofadvertisingresearch.com/content/52/2/270.full
SO  - J Advert Res2012 Jun 01; 52
AB  - Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg. Mars has discovered that both creativity and science can—and should—work together. Just as an architect marries creativity with the laws of physics, marketers should construct brand plans that embrace the laws of growth. Mars executives are learning that creativity is more productive when unleashed within known boundaries of buyer behavior. The authors share some lessons from a continuing journey that may help others also make the transformation to a marketing science culture.