How Brands Grow by Byron Sharp
How Brands Grow...what marketers don't know is based on decades of research that has progressively uncovered empirical generalisations (scientific laws) about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.It is written for thinking managers and advanced students. It is a myth-busting book, in the tradition of classical scientific discoveries, and so is different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have provided access to vast amounts of data covering hundreds of product categories and a number of countries. The laws presented in this book are therefore not the result of armchair theorising nor case studies.
An excellent, and detailed discussion of the true factors of Brand growthHighly recommended for any class on Brand Marketing or Brand Management. * Philip Sugai, Professor of Marketing, Doshisha University *
More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". * Marketing Week *
...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. * Joseph Tripodi, The Coca-Cola Company *
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 *
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. *
More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". * Marketing Week *
...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. * Joseph Tripodi, The Coca-Cola Company *
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 *
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. *
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.
| SKU | Unavailable |
| ISBN 13 | 9780195573565 |
| ISBN 10 | 0195573560 |
| Title | How Brands Grow |
| Author | Byron Sharp |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Oxford University Press Australia |
| Year published | 2010-03-01 |
| Number of pages | 246 |
| Prizes | Commended for Axiom Business Book Awards (Advertising/Marketing) 2012 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |