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How brands grow : what marketers don't know / by Byron Sharp.

By: Material type: TextTextPublisher: Oxford ; New York : Oxford University Press, 2010Description: xvii, 228 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0195573560
  • 9780195573565
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HF5415.1255 .S52 2010
Contents:
Evidence-based marketing -- How brands grow -- How to grow your consumer base -- Which customers matter most? -- Our buyers are different -- Who do you really compete with? -- Passionate consumer commitment -- Differentiation versus distinctiveness -- How advertising really works -- What price promotions really do -- Why loyalty programs don't work -- Mental and physical availability -- A final word.
Summary: "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 Description.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.827 SHA (Browse shelf(Opens below)) 1 On reserve A506236B

Includes bibliographical references (pages 218-228).

Evidence-based marketing -- How brands grow -- How to grow your consumer base -- Which customers matter most? -- Our buyers are different -- Who do you really compete with? -- Passionate consumer commitment -- Differentiation versus distinctiveness -- How advertising really works -- What price promotions really do -- Why loyalty programs don't work -- Mental and physical availability -- A final word.

"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 Description.

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