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How Brands Grow: What Marketers Don't Know Sharp, Byron

By: Publication details: South Melbourne, Victoria, Australia Oxford Unversity Press 2010Description: XVII, 328ISBN:
  • 978-0-19-557356-5
Subject(s): DDC classification:
  • 658.827 Sha
Contents:
1. Evidence-based Marketing 2. How Brands Grow 3. How to Grow Your Customer Base 4. Which Customers Matter Most? 5. Our Buyers Are Different 6. Who Do You Really Compete With? 7. Passionate Consumer Commitment 8. Differentiation versus Distinctiveness 9. How advertising Really Works 10. What Price Promotions Really Do 11. Why Liyalty Programs Don't Work 12. Mental and Physical Availability 13. A Final Word
Summary: 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. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
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1. Evidence-based Marketing
2. How Brands Grow
3. How to Grow Your Customer Base
4. Which Customers Matter Most?
5. Our Buyers Are Different
6. Who Do You Really Compete With?
7. Passionate Consumer Commitment
8. Differentiation versus Distinctiveness
9. How advertising Really Works
10. What Price Promotions Really Do
11. Why Liyalty Programs Don't Work
12. Mental and Physical Availability
13. A Final Word

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. It is the first book to present these laws in context and to explore their meaning and application.
The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

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