How Brands Grow
How Brands Grow
1 Mar 2010
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2020 celebrated the 10 year anniversary of How Brands Grow with over 100,000 copies sold.
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.
1. Evidence-based Marketing
2. How Brands Grow
3. How to Grow Your Customer Base
4. Which Customers Matter Most?
5. Our Buyers Are Different
6. Who Do You Really Compete With?
7. Passionate Consumer Commitment
8. Differentiation versus Distinctiveness
9. How advertising Really Works
10. What Price Promotions Really Do
11. Why Liyalty Programs Don't Work
12. Mental and Physical Availability
13. A Final Word
Byron Sharp - Professor, Ehrenberg-Bass Institute for Marketing Science
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.
Read a sample chapter fromHow Brands Grow:
Chapter 1: Evidence-based Marketing
'When I first met Byron Sharp he told me that the concept of marketing I had been applying for 20 years was the business parallel to medieval blood letting … and Professor Sharp has the empirical evidence to prove it!'
Bruce McColl, Global Chief Marketing Officer, Mars Inc.
'Compelling insight … A truly thought-provoking book'
Timothy Keiningham, Global Chief Strategy Officer and Executive Vice President, IPSOS Loyalty; co-author of The Loyalty Cure
'Until every marketer applies these learnings, there will be a competitive advantage for those who do.'
Mitch Barnes, President (Greater China) of The Nielsen Company