How Brands Grow
What Marketers Don't Know
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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.
Inhaltsverzeichnis
- 1.: Evidence-based marketing
- 2.: How brands grow
- 3.: How to grow your customer base
- 4.: Which buyers matter most?
- 5.: Our buyers are different
- 6.: Who do you really compete with?
- 7.: Passionate consumer commitment
- 8.: Differentiation vs. Distinctiveness
- 9.: How advertising really works
- 10.: What price promotions really do
- 11.: How loyalty programs affect loyalty
- 12.: The Big Story: Competing for sales with mental and physical availability
- Epilogue
Produktdetails
Erscheinungsdatum
15. März 2010
Sprache
englisch
Seitenanzahl
XVII
Autor/Autorin
Byron Sharp
Verlag/Hersteller
Produktart
gebunden
Abbildungen
Illustrations
Gewicht
597 g
Größe (L/B/H)
233/164/25 mm
ISBN
9780195573565
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Pressestimmen
An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management. Philip Sugai, Professor of Marketing, Doshisha University
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