How Brands Grow: What Marketers Don't Know
| Author | : | |
| Rating | : | 4.16 (734 Votes) |
| Asin | : | 0195573560 |
| Format Type | : | paperback |
| Number of Pages | : | 228 Pages |
| Publish Date | : | 2016-05-06 |
| Language | : | English |
DESCRIPTION:
A must read, whether you agree or disagree with it I was skeptical of this book, and put off reading for sometime. My reason was that although acquisition and penetration seems to be at the core of the message, as big brands having a slight edge on retention than smaller ones (I saw some youtube's by professor Sharp), the book is not available in Kindle. Anybody writing a book and really wanting to acquire bunch of new audience probably shouldn't say no to a channel that controls 70-80% of the e-reader market. I tweeted to prof Sharp and he had his reaso. Andreas T. Mielenhausen said This should be mandatory in all business schools.. This book has changed the way I see my profession and judge my ideas. I've been in the marketing/advertising industry for over 15 years and had a hard time swallowing the hard truths contained here. But it was nevertheless extremely helpful and eye opening. I'm glad I came across this book after reading so much non sense, such as Love Marks, etc.. Woofie Jo said Thought-Provoking Book!. Amazing book that will challenge everything you know about effective marketing and market research and get you to rethink some tried and true principles.
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.. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola,
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. 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. This book provides evidence-based answers to the key questions asked by marketers every day. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek"Highly practicalincludes 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.