Brand Growth at Mars, Inc.
火星公司运用安德伯格提出的营销定律，将创造力与科学结合来推动品牌增长，并分享了将营销科学融入企业文化的经验。
<h3>ABSTRACT</h3> 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.