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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.
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.
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
