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How Brands Grow and How Brands Grow Part 2
This pack contains How Brands What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables .
Buy the pack to save and take a journey to smarter, evidence-based marketing.
How Brands Grow 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.
How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of
mouth and the sort of advertising needed to attract new brand buyers.
This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules
of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
Buy the pack to save and take a journey to smarter, evidence-based marketing.
How Brands Grow 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.
How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of
mouth and the sort of advertising needed to attract new brand buyers.
This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules
of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
- GenresBusiness
352 pages, Hardcover
Published March 28, 2016
2 people are currently reading
151 people want to read
About the author
Byron Sharp
5 books106 followersByron Sharp is Professor of Marketing Science, and Director of the Ehrenberg-Bass Institute at the University of South Australia.
His research is supported corporations around the world including Coca-Cola, Mars, Kraft, Nielsen, British Airways, CBS, ESPN, Kellogg's and many others.
Dr Sharp has published over 100 academic papers and is on the editorial boards of four journals.
His research is supported corporations around the world including Coca-Cola, Mars, Kraft, Nielsen, British Airways, CBS, ESPN, Kellogg's and many others.
Dr Sharp has published over 100 academic papers and is on the editorial boards of four journals.
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