How Brands Grow and How Brands Grow Part 2
Gebonden Engels 2016 1e druk 9780190304935Samenvatting
This pack contains 'How Brands Grow: What Marketers Don't Know' and 'How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables'.
Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow 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.How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets.
If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
Specificaties
Lezersrecensies
Inhoudsopgave
Chapter 1: Evidence-based marketing
Chapter 2: How brands grow
Chapter 3: How to grow your customer base
Chapter 4: Which buyers matter most?
Chapter 5: Our buyers are different
Chapter 6: Who do you really compete with?
Chapter 7: Passionate consumer commitment
Chapter 8: Differentiation vs. Distinctiveness
Chapter 9: How advertising really works
Chapter 10: What price promotions really do
Chapter 11: How loyalty programs affect loyalty
Chapter 12: The Big Story: Competing for sales with mental & physical availability
Epilogue
How Brands Grow Part 2
1. How brands grow
2. Target the (whole) market
3. Where new customers come from
4. The foundations of mental availability
5. Leveraging distinctive assets
6. Achieving reach
7. Word of mouth facts worth talking about
8. The fundamentals of physical availability
9. Online shoppingis it different?
10. New brand and acquiring new buyers
11. And finally, a bit of Luxury
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