How Brands Grow: What Marketers Don't Know by Byron Sharp (English) Hardcover Bo

Description: How Brands Grow by Byron Sharp 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description Voted AdAges Most-Recommended Marketing Book of the Summer 2013.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. Author Biography Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institutes fundamental research is used and financially supported by many of the worlds leading corporations including Coca-Cola, Kraft, Kelloggs, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic. Table of Contents 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 Dont Work12. Mental and Physical Availability13. A Final Word Review "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) Promotional AdAges Most-Recommended Marketing Book of the Summer 2013 Prizes Commended for Axiom Business Book Awards (Advertising/Marketing) 2012 Long Description 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. Review Text 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 bookTimothy 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 Review Quote Until every marketer applies these learnings, there will be a competitive advantage for those who do. Promotional "Headline" AdAges Most-Recommended Marketing Book of the Summer 2013 Feature This book brings science to marketing with practical findings that have been replicated, explained and generalised into laws we can rely on. Until every marketer applies these learnings, there will be a competitive advantage for those who do Melding logic and science with compelling insight, this books lays out important principles that every manager should know and apply Employs an exciting evidence based approach to marketing Provides insight for all business professionals about how to market their brands effectively The author is Director of The Ehrenberg-Bass Institute which has many international big brand corporate members including British Airways, Mars, Coca-Cola, Colgate-Palmolive, ESPN, Kraft, Unilever, Procter & Gamble Details ISBN0195573560 Author Byron Sharp Year 2010 ISBN-10 0195573560 ISBN-13 9780195573565 Format Hardcover Subtitle What Marketers Dont Know DEWEY 658.8 Pages 246 Illustrations Illustrations Imprint OUP Australia and New Zealand Place of Publication Melbourne Country of Publication Australia Publication Date 2010-03-01 Media Book Publisher Oxford University Press Australia Short Title HOW BRANDS GROW Language English Audience College/Higher Education Position Professor Affiliation Professor, Ehrenberg-Bass Institute for Marketing Science Textbook 1 UK Release Date 2010-03-01 NZ Release Date 2010-03-01 AU Release Date 2010-02-28 We've got this At The Nile, if you're looking for it, we've got it. 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