references/schools/marketing-science.md

# Marketing Science & Brand Growth

## Core idea

Use empirical buying patterns, penetration, mental availability, physical availability, and distinctive assets.

## Figures

- `andrew-ehrenberg`
- `byron-sharp`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `double-jeopardy`
- `mental-availability`
- `physical-availability`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.