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Cover: 9780195573565 | How Brands Grow | What Marketers Don't Know | Byron Sharp | Buch
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How Brands Grow
What Marketers Don't Know
Buch von Byron Sharp
Sprache: Englisch

31,95 €*

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Beschreibung
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.
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.
Über den Autor
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.
Zusammenfassung
AdAges Most-Recommended Marketing Book of the Summer 2013
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

Details
Erscheinungsjahr: 2015
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: Gebunden
ISBN-13: 9780195573565
ISBN-10: 0195573560
Sprache: Englisch
Einband: Gebunden
Autor: Sharp, Byron
Hersteller: Oxford University Press
Abbildungen: Illustrations
Maße: 233 x 164 x 25 mm
Von/Mit: Byron Sharp
Erscheinungsdatum: 29.12.2015
Gewicht: 0,597 kg
Artikel-ID: 107262583
Über den Autor
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.
Zusammenfassung
AdAges Most-Recommended Marketing Book of the Summer 2013
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

Details
Erscheinungsjahr: 2015
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: Gebunden
ISBN-13: 9780195573565
ISBN-10: 0195573560
Sprache: Englisch
Einband: Gebunden
Autor: Sharp, Byron
Hersteller: Oxford University Press
Abbildungen: Illustrations
Maße: 233 x 164 x 25 mm
Von/Mit: Byron Sharp
Erscheinungsdatum: 29.12.2015
Gewicht: 0,597 kg
Artikel-ID: 107262583
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