How Brands Grow

Zusatztext There is competitive advantage here for those who understand and follow this book's lessons. Informationen zum Autor 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. Klappentext 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. AdAges Most-Recommended Marketing Book of the Summer 2013 Zusammenfassung 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. Inhaltsverzeichnis 1. Evidence-based marketing ; 2. How brands grow ; 3. How to grow your customer base ; 4. Which buyers matter most? ; 5. Our buyers are different ; 6. Who do you really compete with? ; 7. Passionate consumer commitment ; 8. Differentiation vs. Distinctiveness ; 9. How advertising really works ; 10. What price promotions really do ; 11. How loyalty programs affect loyalty ; 12. The Big Story: Competing for sales with mental & physical availability ; EPILOGUE ...

There is competitive advantage here for those who understand and follow this book's lessons.

Préface
AdAges Most-Recommended Marketing Book of the Summer 2013

Auteur
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.

Texte du rabat

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.

Contenu

• 1.: Evidence-based marketing

• 2.: How brands grow

• 3.: How to grow your customer base

• 4.: Which buyers matter most?

• 5.: Our buyers are different

• 6.: Who do you really compete with?

• 7.: Passionate consumer commitment

• 8.: Differentiation vs. Distinctiveness

• 9.: How advertising really works

• 10.: What price promotions really do

• 11.: How loyalty programs affect loyalty

• 12.: The Big Story: Competing for sales with mental and physical availability

• Epilogue