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’.

The eBook offers a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support: Find the eBook on VitalSource.

Features

• This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on
• Melding logic and science with compelling insight, this book lays out important principles that every manager should know and apply.
• Employs an exciting evidence based approach to marketing
• Provides insight for all business professionals about how to market their brands effectively
• Includes practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers

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

Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author of Building Distinctive Brand Assets and developer of the Distinctive Asset Grid. She is a pioneer in mental availability measurement and metrics, as well as the identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journal’s Senior Advisory Board.

Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byron’s international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.

The Ehrenberg-Bass Institute for Marketing Science at the University of South Australia is the world’s largest centre for research into marketing. The Institute’s large team of marketing scientists are advancing marketing knowledge and busting pseudoscience and marketing myths. Through books, specialist research services and the Corporate Sponsorship Program, the Ehrenberg-Bass Institute is helping marketers all over the world to develop and benefit from a culture of evidence-based marketing.