How Brands Grow: What Marketers Don't Know

How Brands Grow: What Marketers Don't Know

Hardback

By (author) Byron Sharp

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  • Publisher: OUP Australia and New Zealand
  • Format: Hardback | 246 pages
  • Dimensions: 160mm x 231mm x 25mm | 544g
  • Publication date: 12 April 2010
  • Publication City/Country: Melbourne
  • ISBN 10: 0195573560
  • ISBN 13: 9780195573565
  • Sales rank: 8,235

Product description

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.

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Author information

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 quote

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

Table of contents

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