How Brands Grow: What Marketers Don't Know Hardcover – Import 11 Mar 2010
Product Description Review 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 ) 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. ) Book Description AdAges Most-Recommended Marketing Book of the Summer 2013 See all Product Description; Hardcover: 246 pages Publisher: OUP Australia & New Zealand (11 March 2010) Language: English ISBN-10: 0195573560 ISBN-13: 978-0195573565
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