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Viser: How Brands Grow - What Marketers Don't Know
How Brands Grow Vital Source e-bog
Byron Sharp
(2021)
Oxford University Press
255,00 kr.
Leveres umiddelbart efter køb
How Brands Grow
What Marketers Don't Know
Byron Sharp
(2010)
Sprog: Engelsk
Oxford University Press Australia & New Zealand
399,00 kr.
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om ca. 15 hverdage
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Detaljer om varen
- 1. Udgave
- Vital Source 365 day rentals (dynamic pages)
- Udgiver: Oxford University Press (September 2021)
- ISBN: 9780190337889R365
This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Until every marketer applies these learnings, there will be a competitive advantage for those who do
Melding logic and science with compelling insight, this books lays out important principles that every manager should know and apply
Employs an exciting evidence based approach to marketing
Provides insight for all business professionals about how to market their brands effectively
The author is Director of The Ehrenberg-Bass Institute which has many international big brand corporate members including British Airways, Mars, Coca-Cola, Colgate-Palmolive, ESPN, Kraft, Unilever, Procter & Gamble
Melding logic and science with compelling insight, this books lays out important principles that every manager should know and apply
Employs an exciting evidence based approach to marketing
Provides insight for all business professionals about how to market their brands effectively
The author is Director of The Ehrenberg-Bass Institute which has many international big brand corporate members including British Airways, Mars, Coca-Cola, Colgate-Palmolive, ESPN, Kraft, Unilever, Procter & Gamble
Licens varighed:
Bookshelf online: 365 dage fra købsdato.
Bookshelf appen: 365 dage fra købsdato.
Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 10 sider kan printes ad gangen
Copy: højest 10 sider i alt kan kopieres (copy/paste)
Bookshelf online: 365 dage fra købsdato.
Bookshelf appen: 365 dage fra købsdato.
Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 10 sider kan printes ad gangen
Copy: højest 10 sider i alt kan kopieres (copy/paste)
Detaljer om varen
- Hardback: 246 sider
- Udgiver: Oxford University Press Australia & New Zealand (Marts 2010)
- ISBN: 9780195573565
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.
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.
1. Evidence-based Marketing2. How Brands Grow3. How to Grow Your Customer Base4. Which Customers Matter Most?5. Our Buyers Are Different6. Who Do You Really Compete With?7. Passionate Consumer Commitment8. Differentiation versus Distinctiveness9. How advertising Really Works10. What Price Promotions Really Do11. Why Loyalty Programs Don't Work12. Mental and Physical Availability13. A Final Word
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