 | How Brands Grow: What Marketers Don't Know By Byron Sharp
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Product Description
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.
- Amazon Sales Rank: #141968 in Books
- Published on: 2010-04-12
- Original language: English
- Number of items: 1
- Dimensions: 1.33 pounds
- Binding: Hardcover
- 228 pages
Review
"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek
About the Author
Professor Byron Sharp is director of the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia.
Most helpful customer reviews
1 of 1 people found the following review helpful.The missing link
By Derek Cairns
This book is the missing link between what your marketing instinct tells you is happening (or not) and the results you are seeing in the market place. Having spent a decade in brand management at Cadbury and Colgate I wish I had this book at the beginning of my career. The learnings will take you from armchair marketer (and isn't everyone one of those) where the highest salary in the room wins, to informed practitioner able to defend your recommendations. Buy this book, buy it for your team, and pray your competition can't read.
1 of 1 people found the following review helpful.Useful counterpoint
By Michael W. Kruger
This is a useful counterpoint to the the excesses of segmentation, targeting and niches. I have found the concepts here useful in marketing for over a generation (based on Ehrenberg's classic Repeat Buying). Sharp provides a good update to this line of thought.
1 of 1 people found the following review helpful.Shock to the System
By Robert P. Pagano
I've been a marketing and branding practitioner for 30+ years and I've read literally hundreds of the most 'notable' marketing texts from the leading academics in the business. This book was recommended by a highly respected researcher and if he hadn't mentioned it I probably would never have read the book.
Let me just say that we rarely get many marketers who are brave enough to take a contrarian's point of view on delicate marketing subjects. Byron Sharp takes on some of the real heavy hitters from HBS and other leading business schools and he does it with outstanding proprietary research and rich third party data. The book now has me wondering what other leading thought leaders I've been impressed by whose work is also suspect.
Other reviewers on these pages can give you specific examples of Sharp's notable findings. I can only give you my recommendation...buy and read this book!
http://astore.amazon.com/amazon-book-books-20/detail/0195573560
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