This is the third and final installment of Alan's back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia. There, he is also director of the Ehrenberg-Bass Institute, the world's largest research institute studying marketing. 

Sharp's book, “How Brands Grow: What Marketers Don't Know,” first published in 2011, continues to grow in popularity with marketers and academicians alike. And in this podcast, he and Alan discuss many aspects of the book in detail, including all things brand: from brand growth to brand building and brand loyalty. Their conversation is far ranging, with Sharp touching on such topics as the scientific revolution — “It's a wonderful thing, but it's still got a long way to go.” — and the future of marketing — “The future belongs to the thinking marketers, rather than just the doers.”

Highlights from this week's “Marketing Today” podcast include:

• The reluctant academic: Sharp traces his path to marketing. (1:19)
• Sharp reveals the genesis of his book, “How Brands Grow: What Marketers Don't Know.” (3:40) 
• Does Sharp believe in brand loyalty? — Spoiler alert: Yes. (5:57)
• Build and refresh: Sometimes brands just need a nudge. (11:56) 
• Building memory structures that link to the product. (16:54) 
• Don't pull that lever: Price promotions are fool's gold. (24:38) 
• The Ehrenberg-Bass Institute and evidence-based marketing. (34:16) 
• “Don't take anyone's word” — Sharp discusses the scientific revolution. (40:32)

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