How Brands Grow

  • Publsiher : Oxford University Press, USA
  • Release : 12 October 2015
  • ISBN : 0195596269
  • Page : 192 pages
  • Rating : 4/5 from 21 voters

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Download or read book entitled How Brands Grow written by Jenni Romaniuk and published by Oxford University Press, USA online. This book was released on 12 October 2015 with total pages 192. Available in PDF, EPUB and Kindle. Get best books that you want by click Get Book Button and Read as many books as you like.

Book Excerpt : Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

How Brands Grow

How Brands Grow
Author: Jenni Romaniuk,Byron Sharp,Professor of Marketing Science and Director of the Ehrenberg-Bass Institute Byron Sharp
Publisher: Oxford University Press, USA
Relase: 2015-10-12
ISBN: 0195596269
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