How brands grow : what marketers don't know
Material type:
TextPublication details: New Zealand : Oxford University Press, ©2010Description: xvii, 228 p. : ill. ; 24 cmISBN: - 9780195573565
- 658.83 SHA-H
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Books
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IIITD Library Corridor | Business Management | 658.83 SHA-H (Browse shelf(Opens below)) | Available | 013584 |
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.
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