How Brands Grow 2 Revised Edition

Including Emerging Markets, Services, Durables, B2B and Luxury Brands

Second Edition

Jenni Romaniuk, Bryon Sharp

How Brands Grow 2 Revised Edition

Including Emerging Markets, Services, Durables, B2B and Luxury Brands

Second Edition

Jenni Romaniuk, Bryon Sharp

ISBN:

9780190330026

Binding:

Hardback

Published:

Availability:

999

Series:

$59.95 AUD

$69.99 NZD

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Other options: Ebook $53.95 AUD $60.99 NZD

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Description

This book will change the way you think about marketing forever.

Following the success of international bestseller How Brands Grow: What Marketers Don’t Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.

How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, ‘Getting Down to Business-to-Business Markets’.

Contents

1. How Brands Grow
2. Target the (Whole) Market
3. Where New Customers Come From
4. Building Mental Availability
5. Leveraging Distinctive Assets
6. Achieving Reach
7. Word-of-mouth Facts Worth Talking About
8. Building Physical Availability Part 1
9. Building Physical Availability Part 2
10. New Brands and Acquiring New Buyers
11. Getting Down to Business-to-Business Markets
12. And Finally, a Bit of Luxury

Authors