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How Brands Grow
What Marketers Don't Know
Langbeschreibung
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.
Hauptbeschreibung
AdAges Most-Recommended Marketing Book of the Summer 2013
Inhaltsverzeichnis
1.: Evidence-based marketing
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.
ISBN-13:
9780195573565
Veröffentl:
2010
Erscheinungsdatum:
01.03.2010
Seiten:
228
Autor:
Byron Sharp
Gewicht:
600 g
Format:
233x160x22 mm
Sprache:
Englisch