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Product Identifiers
PublisherOxford University Press, Incorporated
ISBN-100195573560
ISBN-139780195573565
eBay Product ID (ePID)84247426
Product Key Features
Number of Pages246 Pages
LanguageEnglish
Publication NameHow Brands Grow : What Marketers Don't Know
SubjectMarketing / General, General
Publication Year2010
TypeTextbook
AuthorByron Sharp
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height0.8 in
Item Weight20.9 Oz
Item Length9.4 in
Item Width6.3 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2010-285863
Dewey Edition22
Reviews"How Brands Growis a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek "Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA "Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company "A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated "This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London. "A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty, "How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek"Highly practical...includes many groundbreaking ideas."--CHOICE"Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA"Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company"A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated"This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London."A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty"The evidence in this book should make any marketer think hard about how they manage their brands."--Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK"This book should be required reading on any marketing course."--Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands"There is competitive advantage here for those who understand and follow this book's lessons."--Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc., "How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek "Highly practical...includes many groundbreaking ideas."--CHOICE "Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA "Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company "A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated "This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London. "A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty "The evidence in this book should make any marketer think hard about how they manage their brands."--Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK "This book should be required reading on any marketing course."--Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands "There is competitive advantage here for those who understand and follow this book's lessons."--Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc., More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers"., Until every marketer applies these learnings, there will be a competitive advantage for those who do., " How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."-- MarketingWeek"Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA"Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company"A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated"This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London."A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty, ...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind., '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, "...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA "Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company "A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated "This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London. "A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty
IllustratedYes
Dewey Decimal658.827
Table Of Content1. 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 Loyalty Programs Don't Work12. Mental and Physical Availability13. A Final Word
SynopsisThis 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., 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., 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., How Brands Grow...what marketers don't know is based on decades of research that has progressively uncovered empirical generalisations (scientific laws) about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.It is written for thinking managers and advanced students. It is a myth-busting book, in the tradition of classical scientific discoveries, and so is different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have provided access to vast amounts of data covering hundreds of product categories and a number of countries. The laws presented in this book are therefore not the result of armchair theorising nor case studies.
LC Classification NumberHF5415.1255
Bewertungen und Rezensionen
Relevanteste Rezensionen
- 14. Sep. 2021
Invaluable book on Marketing, packed with important research to back up the ideas shared.
Worth the price of a copy many times over as I plan on revisiting. Packed with information to help you understand how the big brands continue to be successful and what they have in common with your favorite brands.Bestätigter Kauf: JaArtikelzustand: Gebraucht
