How Brands Grow: What Marketers Dont Know by Byron Sharp

How Brands Grow: What Marketers Dont Know

byByron Sharp

Hardcover | March 1, 2010

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How Brands Grow...what marketers don't know is based on decades of research that has progressively uncovered empirical generalisations (scientific laws) about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketingapplications.It is written for thinking managers and advanced students. It is a myth-busting book, in the tradition of classical scientific discoveries, and so is different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have provided access tovast amounts of data covering hundreds of product categories and a number of countries. The laws presented in this book are therefore not the result of armchair theorising nor case studies.

About The Author

Professor Byron Sharp is director of the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia.
Marketing: Theory, Evidence, Practice
Marketing: Theory, Evidence, Practice

by Byron Sharp


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Details & Specs

Title:How Brands Grow: What Marketers Dont KnowFormat:HardcoverPublished:March 1, 2010Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195573560

ISBN - 13:9780195573565

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