How Brands Grow What Marketers Don't Know

Name: How Brands Grow What Marketers Don't Know
Price: 17.44 USD
Availability: InStock
ISBN: 9780195573565

ISBN-10: 0195573560

ISBN-13: 9780195573565

Edition: 2010

Authors: Byron Sharp, John Dawes, Jenni Romaniuk, John Scriven

List price: $59.95

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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…

Book details

List price: $59.95
Copyright year: 2010
Publisher: Oxford University Press Australia & New Zealand
Publication date: 3/1/2010
Binding: Hardcover
Pages: 246
Size: 6.30" wide x 9.45" long x 0.79" tall
Weight: 1.496
Language: English



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