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How Brands Grow
What Marketers Don't Know
Byron Sharp
OUP Australia & New Zealand
246 pages
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229x153mm
978-0-19-557356-5
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Hardback
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11 March 2010
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- This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Until every marketer applies these learnings, there will be a competitive advantage for those who do
- Melding logic and science with compelling insight, this books lays out important principles that every manager should know and apply
- Employs an exciting evidence based approach to marketing
- Provides insight for all business professionals about how to market their brands effectively
- The author is Director of The Ehrenberg-Bass Institute which has many international big brand corporate members including British Airways, Mars, Coca-Cola, Colgate-Palmolive, ESPN, Kraft, Unilever, Procter & Gamble
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.Readership: Marketing professionals, consultants and managers; business people, marketing academics and those looking to improve the performance of their business and brand.
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Byron Sharp, Professor, Ehrenberg-Bass Institute for Marketing Science 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. Contributors:
Jenni RomaniukAssociate Professor Jenni Romaniuk heads the Brand Equity Research Group at the Ehrenberg-Bass Institute. Jenni's pioneering research into how brand perceptions influence consumer behaviour is guaranteed to make you re-think your brand and advertising strategies. More than just conjecture, she can present empirical evidence across over 20 markets.; Rachel
KennedyAssociate Professor Rachel Kennedy is a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science and where she heads the Advertising Research Group.; John Scriven John Scriven is Director of the Ehrenberg Centre, at London South Bank University. The Ehrenberg Centre works in partnership with the Ehrenberg-Bass Institute to run the Corporate Sponsorship Program, a special program of R&D into marketing that is supported by companies across the globe including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others.; John DawesAssociate Professor John Dawes heads the Pricing Research Group at the Ehrenberg-Bass Institute for Marketing Science. John has an extensive background in
sales and marketing, combining a comprehensive understanding of industry issues with a strong research perspective.
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"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.
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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 & physical availability
Epilogue
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The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.
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