Readership: Marketing professionals, consultants and managers; business people, marketing academics and those looking to improve the performance of their business and brand.
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.
"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.
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