How Brands Grow: What Marketers Don't Know [Kõva köide]

(Ehrenberg-Bass Institute for Marketing Science)
  • Formaat: Hardback, 246 pages, kõrgus x laius x paksus: 240x160x20 mm, kaal: 607 g, Illustrations
  • Ilmumisaeg: 01-Mar-2010
  • Kirjastus: OUP Australia and New Zealand
  • ISBN-10: 0195573560
  • ISBN-13: 9780195573565
Teised raamatud teemal:
  • Formaat: Hardback, 246 pages, kõrgus x laius x paksus: 240x160x20 mm, kaal: 607 g, Illustrations
  • Ilmumisaeg: 01-Mar-2010
  • Kirjastus: OUP Australia and New Zealand
  • ISBN-10: 0195573560
  • ISBN-13: 9780195573565
Teised raamatud teemal:
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.

Arvustused

There is competitive advantage here for those who understand and follow this book's lessons. * Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc. * 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 * 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 * A truly thought-provoking book. * Timothy Keiningham, IPSOS Loyalty * This book puts marketing's myth-makers, of which there are many, in their proper place. * Thomas Bayne, MountainView Learning * A scientific journey that reveals and explains with great rigour the Laws of Growth. * Bruce McColl Mars Incorporated * Until every marketer applies these learnings, there will be a competitive advantage for those who do. * Mitch Barnes, The Nielsen Company. * ...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. * Joseph Tripodi, The Coca-Cola Company * 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". * Marketing Week * An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management. * Philip Sugai, Professor of Marketing, Doshisha University *

Muu info

AdAges Most-Recommended Marketing Book of the Summer 2013
List of Laws vii
Contributors ix
Preface xi
Acknowledgments xvi
1 Evidence-based Marketing 1
2 How Brands Grow 16
3 How to Grow Your Customer Base 28
4 Which Customers Matter Most? 39
5 Our Buyers Are Different 56
6 Who Do You Really Compete With? 74
7 Passionate Consumer Commitment 89
8 Differentiation versus Distinctiveness 112
9 How Advertising Really Works 134
10 What Price Promotions Really Do 153
11 Why Loyalty Programs Don't Work 171
12 Mental and Physical Availability 180
13 A Final Word 215
Bibliography 218
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.

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