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How Brands Grow

What Marketers Don't Know

Author: Byron Sharp  

Hardcover
ISBN / EAN: 9780195573565
This textbook is prescribed for the following courses:
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Hardcover

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Summary

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.

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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.

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Awards

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

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Critic Reviews

“Until every marketer applies these learnings, there will be a competitive advantage for those who do.”

"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) "' (Mitch Barnes, President (Greater China) of The Nielsen Company)

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About the Author

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.

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More on this Book

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.

Read more

Product Details

Publisher
Oxford University Press Australia | OUP Australia and New Zealand
Published
1st March 2010
Pages
246
ISBN
9780195573565

CUSTOMER REVIEWS

16 Jan, 2019
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Save
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RRP $53.96
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ISBN / EAN: 9780195573565
This textbook is prescribed for the following courses:
Use our Textbook Finder to find the rest of your Textbooks!