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How Brands Grow

What Marketers Don't Know

Gebonden Engels 2010 1e druk 9780195573565
Voormalig top 100Totaal 118 dagen
Verkooppositie 5740Hoogste positie: 12
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Samenvatting

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.

Specificaties

ISBN13:9780195573565
Trefwoorden:merken, brand
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:246
Druk:1
Verschijningsdatum:1-3-2010
Hoofdrubriek:Marketing

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Inhoudsopgave

1. Evidence-based marketing
2. How brands grow
3. How to grow your customer base
4. Which buyers matter most?
5. Our buyers are different
6. Who do you really compete with?
7. Passionate consumer commitment
8. Differentiation vs. Distinctiveness
9. How advertising really works
10. What price promotions really do
11. How loyalty programs affect loyalty
12. The Big Story: Competing for sales with mental & physical availability

Epilogue

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        How Brands Grow