How brands grow : what marketers don't know
Sharp, Byron
How brands grow : what marketers don't know by Byron Sharp - New Zealand : Oxford University Press, ©2010 - xvii, 228 p. : ill. ; 24 cm.
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 loyalty 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 contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based." -- Product Description.
9780195573565
Brand name products -- Management
Branding (Marketing)
Business and Management
Marketing -- Management
658.83 / SHA-H
How brands grow : what marketers don't know by Byron Sharp - New Zealand : Oxford University Press, ©2010 - xvii, 228 p. : ill. ; 24 cm.
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 loyalty 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 contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based." -- Product Description.
9780195573565
Brand name products -- Management
Branding (Marketing)
Business and Management
Marketing -- Management
658.83 / SHA-H