How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands

by Jenni Romaniuk, Byron Sharp

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Product Details

ISBN-13: 9780195596267
Publisher: Oxford University Press
Publication date: 11/19/2015
Edition description: New Edition
Pages: 192
Sales rank: 463,004
Product dimensions: 6.20(w) x 9.20(h) x 0.90(d)

About the Author

Jenni Romaniuk, Associate Director (International), Ehrenberg-Bass Institute for Marketing Science

Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and 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.

Table of Contents

1. . How brands grow
2. Target the (whole) market
3. Where new customers come from
4. The foundations of mental availability
5. Leveraging distinctive assets
6. Achieving reach
7. Word of mouth facts worth talking about
8. The fundamentals of physical availability
9. Online shopping-is it different?
10. New brand and acquiring new buyers
11. And finally, a bit of Luxury

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