How Brands Grow: Part 2 : Emerging Markets, Services, Durables, New and Luxury Brands
- Hardback | 192 pages
- 162 x 237 x 20mm | 499g
- 12 Feb 2016
- Oxford University Press Australia
- OUP Australia and New Zealand
- Melbourne, Australia
- b/w illus.
Table of contents
About Jenni Romaniuk
strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of
Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing.
Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge
readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on
scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.