How Brands Grow - What Marketers Don't Know
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| Verlag | Oxford University Press |
| Auflage | 2010 |
| Seiten | 246 |
| Format | 25,4 cm |
| Print PDF | |
| Gewicht | 598 g |
| Artikeltyp | Englisches Buch |
| ISBN-10 | 0195573560 |
| EAN | 9780195573565 |
| Bestell-Nr | 19557356EA |
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 contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
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
Rezension:
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
