How Brands Grow What Marketers Don't Know

ISBN-10: 0195573560

ISBN-13: 9780195573565

Edition: 2010

List price: $49.95 Buy it from $26.97
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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.

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Book details

List price: $49.95
Copyright year: 2010
Publisher: Oxford University Press Australia & New Zealand
Publication date: 3/1/2010
Binding: Hardcover
Pages: 246
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 1.232
Language: English

Alistair MacLean was born in Glasgow, Scotland on April 28, 1922. During World War II, he served in the Royal Navy. He graduated with a degree in English from Glasgow University. Before becoming a full-time author, he was a teacher. He wrote numerous books including HMS Ulysses, The Guns of Navarone, Ice Station Zebra, Where Eagles Dare, Dark Crusader, Satan Bug, Captain Cook: A Biography, and Santorini. He also wrote The Black Shrike and The Satan Bug under the pseudonym Ian Stuart. Several of his books were adapted into movies including The Secret Ways, Fear Is the Key, and When Eight Bells Toll. He also wrote several original screenplays including Breakheart Pass and conceived an adventure drama for television entitled The Hostage Towers. He died of heart failure on February 2, 1987 at the age of 64.Alistair MacLean was born in Glasgow, Scotland on April 28, 1922. During World War II, he served in the Royal Navy. He graduated with a degree in English from Glasgow University. Before becoming a full-time author, he was a teacher. He wrote numerous books including HMS Ulysses, The Guns of Navarone, Ice Station Zebra, Where Eagles Dare, Dark Crusader, Satan Bug, Captain Cook: A Biography, and Santorini. He also wrote The Black Shrike and The Satan Bug under the pseudonym Ian Stuart. Several of his books were adapted into movies including The Secret Ways, Fear Is the Key, and When Eight Bells Toll. He also wrote several original screenplays including Breakheart Pass and conceived an adventure drama for television entitled The Hostage Towers. He died of heart failure on February 2, 1987 at the age of 64.

List of Laws
Contributors
Preface
Acknowledgments
Evidence-based Marketing
How Brands Grow
How to Grow Your Customer Base
Which Customers Matter Most?
Our Buyers Are Different
Who Do You Really Compete With?
Passionate Consumer Commitment
Differentiation versus Distinctiveness
How Advertising Really Works
What Price Promotions Really Do
Why Loyalty Programs Don't Work
Mental and Physical Availability
A Final Word
Bibliography
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