How Brands Grow: What Marketers Don't Know
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.
1125283263
How Brands Grow: What Marketers Don't Know
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.
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How Brands Grow: What Marketers Don't Know

How Brands Grow: What Marketers Don't Know

by Byron Sharp
How Brands Grow: What Marketers Don't Know
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How Brands Grow: What Marketers Don't Know

How Brands Grow: What Marketers Don't Know

by Byron Sharp

Overview

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.

Product Details

ISBN-13: 9785001004028
Publisher: Mann, Ivanov and Ferber
Publication date: 12/01/2016
Sold by: Bookwire
Format: eBook
Pages: 281
File size: 3 MB
Language: Russian

About the Author

Профессор Байрон Шарп — директор Института маркетинговых наук Эренберга-Басса при Университете Южной Австралии. Научные разработки института используют и финансово поддерживают многие ведущие корпорации мира, в том числе Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot и Mars. Байрон Шарп опубликовал более сотни научных трудов, он состоит в редакционных коллегиях пяти научных журналов. Некоторое время тому назад выступил одним из организаторов конференции по законам рекламы, проходившей в Уортонской школе бизнеса, и совместно с профессором Джерри Уиндом подготовил к печати специальный выпуск журнала Journal of Advertising Research по теме мероприятия.
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