How Brands Grow: What Marketers Don't Know

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9780195573565: How Brands Grow: What Marketers Don't Know

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 contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

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About the Author:


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.

Review:


"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek


"Highly practical...includes many groundbreaking ideas."--CHOICE


"Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA


"Until every marketer applies these learnings, there will be a competitive advantage for those who do."--Mitch Barnes, The Nielsen Company


"A scientific journey that reveals and explains with great rigour the Laws of Growth."--Bruce McColl, Mars Incorporated


"This book puts marketing's myth-makers, of which there are many, in their proper place."--Thomas Bayne, MountainView Learning, London.


"A truly thought-provoking book."--Timothy Keiningham, IPSOS Loyalty


"The evidence in this book should make any marketer think hard about how they manage their brands."--Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK


"This book should be required reading on any marketing course."--Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands


"There is competitive advantage here for those who understand and follow this book's lessons."--Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.


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Sharp, Sharp; Sharp, Byron
ISBN 10: 0195573560 ISBN 13: 9780195573565
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Byron Sharp
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Descripción Oxford University Press Australia, Australia, 2010. Hardback. Estado de conservación: New. Language: English . Brand New Book. Voted AdAge s Most-Recommended Marketing Book of the Summer 2013.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. Nº de ref. de la librería AOP9780195573565

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Byron Sharp
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Descripción Oxford University Press Australia, Australia, 2010. Hardback. Estado de conservación: New. Language: English . Brand New Book. Voted AdAge s Most-Recommended Marketing Book of the Summer 2013.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. Nº de ref. de la librería AOP9780195573565

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Descripción Oxford University Press 2010-03-11, 2010. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-BER-00031856

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Descripción OUP Australia & New Zealand 2010-03-01, South Melbourne, Vic. |Oxford, 2010. hardback. Estado de conservación: New. Nº de ref. de la librería 9780195573565

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Descripción Oxford University Press, USA, 2010. Estado de conservación: New. 2010. 1st Edition. Hardcover. Brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Provides insight for all business professionals to market their brands effectively. Author from University of South Australia. Num Pages: 246 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 241 x 165 x 24. Weight in Grams: 598. . . . . . . Nº de ref. de la librería V9780195573565

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Descripción Oxford University Press. Hardcover. Estado de conservación: New. New copy - Usually dispatched within 2 working days. Nº de ref. de la librería B9780195573565

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Descripción OUP Australia and New Zealand, 2010. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FU-9780195573565

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Descripción Oxford University Press. Estado de conservación: New. Brand New. Nº de ref. de la librería 0195573560

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Descripción OUP Australia & New Zealand, 2010. Estado de conservación: New. Nº de ref. de la librería L9780195573565

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