How Brands Grow
What Marketers Don't Know
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11 282 Ft
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Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
Not in stock at Prospero.
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Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Publisher OUP Australia & New Zealand
- Date of Publication 11 March 2010
- ISBN 9780195573565
- Binding Hardback
- No. of pages246 pages
- Size 240x160x20 mm
- Weight 608 g
- Language English 0
Categories
Short description:
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.
MoreLong description:
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.
An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management.
Table of Contents:
Evidence-based marketing
How brands grow
How to grow your customer base
Which buyers matter most?
Our buyers are different
Who do you really compete with?
Passionate consumer commitment
Differentiation vs. Distinctiveness
How advertising really works
What price promotions really do
How loyalty programs affect loyalty
The Big Story: Competing for sales with mental & physical availability
Epilogue
