How Brands Grow
What Marketers Don't Know
(Sprache: Englisch)
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands...
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Klappentext zu „How Brands Grow “
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Inhaltsverzeichnis zu „How Brands Grow “
- 1.: Evidence-based marketing
- 2.: How brands grow
- 3.: How to grow your customer base
- 4.: Which buyers matter most?
- 5.: Our buyers are different
- 6.: Who do you really compete with?
- 7.: Passionate consumer commitment
- 8.: Differentiation vs. Distinctiveness
- 9.: How advertising really works
- 10.: What price promotions really do
- 11.: How loyalty programs affect loyalty
- 12.: The Big Story: Competing for sales with mental and physical availability
- Epilogue
Autoren-Porträt von Byron Sharp
Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.
Bibliographische Angaben
- Autor: Byron Sharp
- 2010, 246 Seiten, mit Abbildungen, Masse: 23,3 x 16 cm, Gebunden, Englisch
- Verlag: Oxford University Press
- ISBN-10: 0195573560
- ISBN-13: 9780195573565
- Erscheinungsdatum: 29.12.2015
Sprache:
Englisch
Rezension zu „How Brands Grow “
More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". Marketing Week ...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. Joseph Tripodi, The Coca-Cola Company Until every marketer applies these learnings, there will be a competitive advantage for those who do. Mitch Barnes, The Nielsen Company. A scientific journey that reveals and explains with great rigour the Laws of Growth. Bruce McColl Mars Incorporated This book puts marketing's myth-makers, of which there are many, in their proper place. Thomas Bayne, MountainView Learning A truly thought-provoking book. Timothy Keiningham, IPSOS Loyalty The evidence in this book should make any marketer think hard about how they manage their brands. Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK This book should be required reading on any marketing course. Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands There is competitive advantage here for those who understand and follow this book's lessons. Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.
Pressezitat
An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management. Philip Sugai, Professor of Marketing, Doshisha University
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