How Brands Grow: What Marketers Don't Know (Bestsellers cărți marketing engleză)De (autor) Byron Sharp
en Limba Engleză Carte Hardback – 11 Mar 2010
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.
More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers".
...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind.
Until every marketer applies these learnings, there will be a competitive advantage for those who do.
A scientific journey that reveals and explains with great rigour the Laws of Growth.
This book puts marketing's myth-makers, of which there are many, in their proper place.
A truly thought-provoking book.
The evidence in this book should make any marketer think hard about how they manage their brands.
This book should be required reading on any marketing course.
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.