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How Brands Grow

Byron Sharp


  • Hardcover
    $42.63
PUBLISHED: 1st March 2010
ISBN: 9780195573565
ANNOTATION:
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.
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  • Hardcover
    $42.63
PUBLISHED: 1st March 2010
ISBN: 9780195573565
ANNOTATION:
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.

Annotation

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.

Publisher Description

Voted AdAge's 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 Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, 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 Don't 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)

Prizes

Commended for Axiom Business Book Awards (Advertising/Marketing) 2012

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 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

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

Product Details

Author
Byron Sharp
Year
2010
ISBN-10
0195573560
ISBN-13
9780195573565
Format
Hardcover
Subtitle
What Marketers Don't Know
Pages
246
Illustrations
Illustrations
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

Product Reviews

16 Jan, 2019
By Leisa