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How Brands Grow: What Marketers Don't Know, by Byron Sharp
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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 contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
- Sales Rank: #10052 in Books
- Published on: 2010-04-12
- Original language: English
- Number of items: 1
- Dimensions: 6.40" h x .90" w x 9.10" l, 2.65 pounds
- Binding: Hardcover
- 228 pages
Review
"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek
"Highly practical...includes 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.
About the Author
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.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Read this - it will give you pause about branding!
By Michael Brewer
Counter to everything else you've read about branding.
0 of 1 people found the following review helpful.
Best Branding book I ever read
By wessam
This is a MUST READ for anyone working in branding, it breaks all the myths created by other institutions such as Harvard Business Review, etc. it gives you the real deal and facts of branding and what gets the customer to buy your product and buy it again.
It's one of a kind I may say. Excellent.
18 of 19 people found the following review helpful.
The missing link
By Derek Cairns
This book is the missing link between what your marketing instinct tells you is happening (or not) and the results you are seeing in the market place. Having spent a decade in brand management at Cadbury and Colgate I wish I had this book at the beginning of my career. The learnings will take you from armchair marketer (and isn't everyone one of those) where the highest salary in the room wins, to informed practitioner able to defend your recommendations. Buy this book, buy it for your team, and pray your competition can't read.
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