Dr Byron Sharp
Professor of Marketing Science
University of South Australia
Director
Ehrenberg-Bass Institute for Marketing Science
I was born and raised on a farm in beautiful Ness Valley, New Zealand. Educated at Clevedon Primary School, Papakura High School, followed by marketing degrees at Auckland University, University of South Australia, and Adelaide University.
I live in Adelaide South Australia, traveling regularly to Europe and the USA.
My book How Brands Grow is published by Oxford University Press. The first print-run has sold out but new stock should appear in the USA and UK in May. Click here to order it.
A 5% drop in customer defections does not lead to 80%+ increase in profits. And changing customer retention rates is not cheaper than improving customer acquisition. Click to read on...