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What Marketers Don't Know
Byron Sharp
ISBN: 9780195573565
Format: Hardback
Publisher:Oxford University Press Australia
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Brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Provides insight for all business professionals to market their brands effectively. Author from University of South Australia.
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.
| ISBN | 0195573560 | | Pages | 246 | | ISBN13 | 9780195573565
(What's this?) | | Weight (grammes) | 607 | | Publisher | Oxford University Press Australia | | Published in | Melbourne | | Imprint | OUP Australia and New Zealand | | Height (mm) | 240 | | Format | Hardback | | Width (mm) | 160 | | Publication date | 01 Mar 2010 | | Spine width (mm) | 20 | | DEWEY | 658.827 | | Academic level | Professional / Scholarly | | DEWEY edition | DC22 | |
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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
"When I first met Byron Sharp he told me that the concept of marketing I had been applying for 20 years was the business parallel to medieval blood letting ... and Professor Sharp has the empirical evidence to prove it!' (Bruce McColl, Global Chief Marketing Officer, Mars Inc.) "Compelling insight ... A truly thought-provoking book"(Timothy Keiningham, Global Chief Strategy Officer and Executive Vice President, IPSOS Loyalty; co-author of The Loyalty Cure) "Until every marketer applies these learnings, there will be a competitive advantage for those who do.' (Mitch Barnes, President (Greater China) of The Nielsen Company)  Be the first to write a customer review
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