What Marketers Don't Know
How Brands Grow by Byron Sharp is a business reference work that provides marketers with insights into evidence-based marketing principles. The book covers how brands grow, the effectiveness of advertising, price promotions, and loyalty programs.
Description
This book presents the underlying laws behind brand growth based on decades of research. It provides a clear overview of how brands can effectively grow and which marketing strategies actually deliver results. It is unique in that the insights presented have been widely tested and are valid in a wide range of circumstances worldwide.
How Brands Grow argues that many modern marketing theories are insufficiently supported, and thus provides a reliable foundation for brand managers and marketing professionals who want to grow their brands.
Promotional information
AdAges most recommended marketing book, summer 2013
Product specifications
- Author: Byron Sharp (Professor at the Ehrenberg-Bass Institute for Marketing Science)
- Publisher: Oxford University Press Australia
- Imprint: OUP Australia and New Zealand
- Publication date: 2010-03-01
- Number of pages: 246
- ISBN: 9780195573565
- Subject: Brands and brand building
- BISAC: BUSINESS & ECONOMICS / Consumer Behavior
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 works with many leading international companies, including Coca-Cola and Procter & Gamble. Sharp has published more than 100 scientific articles and is active in various editorial committees for marketing research.
Recently, together with colleagues, he organized a conference on the underlying rules of advertising, and he is working on a special issue for the Journal of Advertising Research.