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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.
'When I first met Byron Sharp he told me that the concept of marketing I had been applying for 20 years was the business parallel to medieval blood letting … and Professor Sharp has the empirical evidence to prove it!' Bruce McColl, Global Chief Marketing Officer, Mars Inc.'Compelling insight … A truly thought-provoking book'Timothy Keiningham, Global Chief Strategy Officer and Executive Vice President, IPSOS Loyalty; co-author of The Loyalty Cure'Until every marketer applies these learnings, there will be a competitive advantage for those who do.'Mitch Barnes, President (Greater China) of The Nielsen Company
1. Evidence-based Marketing2. How Brands Grow3. How to Grow Your Customer Base4. Which Customers Matter Most?5. Our Buyers Are Different6. Who Do You Really Compete With?7. Passionate Consumer Commitment8. Differentiation versus Distinctiveness9. How advertising Really Works10. What Price Promotions Really Do11. Why Liyalty Programs Don't Work12. Mental and Physical Availability13. A Final Word
ISBN: 9780195573565 ISBN-10: 0195573560 Audience:
Tertiary; University or College
Number Of Pages: 246 Published: 1st March 2010 Publisher: Oxford University Press Australia Country of Publication: AU Dimensions (cm): 23.7 x 16.0
Weight (kg): 0.6