How Brands Grow

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


How Brands Grow

What Marketers Don't Know

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Beschreibung

Details

Verkaufsrang

20494

Einband

Gebundene Ausgabe

Erscheinungsdatum

01.03.2010

Verlag

Oxford University Press

Seitenzahl

246

Beschreibung

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

Zitat

More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". Marketing Week ...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. Joseph Tripodi, The Coca-Cola Company Until every marketer applies these learnings, there will be a competitive advantage for those who do. Mitch Barnes, The Nielsen Company. A scientific journey that reveals and explains with great rigour the Laws of Growth. Bruce McColl Mars Incorporated This book puts marketing's myth-makers, of which there are many, in their proper place. Thomas Bayne, MountainView Learning A truly thought-provoking book. Timothy Keiningham, IPSOS Loyalty The evidence in this book should make any marketer think hard about how they manage their brands. Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK This book should be required reading on any marketing course. Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands There is competitive advantage here for those who understand and follow this book's lessons. Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.

Details

Verkaufsrang

20494

Einband

Gebundene Ausgabe

Erscheinungsdatum

01.03.2010

Verlag

Oxford University Press

Seitenzahl

246

Maße (L/B/H)

23,3/16,4/2,5 cm

Gewicht

600 g

Sprache

Englisch

ISBN

978-0-19-557356-5

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Die Leseprobe wird geladen.
  • How Brands Grow

    • 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