How Brands Grow: What Marketers Don't Know

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OUP Australia & New Zealand, Mar 11, 2010 - Business & Economics - 246 pages
2 Reviews
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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Love this novel. Really gives you a different perspective to look at your Marketing degree.

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I really liked the way Byron challenges the prevailing marketing thinking with the powerful support of research rather than simply relying on hearsay and doctrine. The analogy he draws between the medical professional of the 17th century and marketing today os a relevant and powerful one. Having a medical science background and now 25 years in marketing and advertising it has amazed me how marketers will often stick with ineffective strategies because they seem to make sense rather than actually produce results.
The huge amount of data available today is not the answer. The answer will be found in the application of that data to "prove" what strategies work and what do not and this book is a substantial foundation to achieving that result.
 

About the author (2010)


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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