How Brands Grow 2 Revised Edition
Including Emerging Markets, Services, Durables, B2B and Luxury Brands
2nd Edition
Published on 20. September 2021
Book
Hardback
256 pages
978-0-19-033002-6 (ISBN)
Description
This book will change the way you think about marketing forever.
Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.
Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.
More details
Edition
2nd Revised edition
Language
English
Place of publication
Melbourne
Australia
Publishing group
Oxford University Press Australia
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 233 mm
Width: 163 mm
Thickness: 22 mm
Weight
520 gr
ISBN-13
978-0-19-033002-6 (9780190330026)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Jenni Romaniuk | Byron Sharp
How Brands Grow: Part 2
Emerging Markets, Services, Durables, New and Luxury Brands
Book
10/2015
OUP Australia and New Zealand
€30.94
Article exhausted; check for reprint
Persons
Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journals Senior Advisory Board.
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.
Content
1. How Brands Grow2. Target the (Whole) Market3. Where New Customers Come From4. Building Mental Availability5. Leveraging Distinctive Assets6. Achieving Reach7. Word-of-mouth Facts Worth Talking About8. Building Physical Availability Part 19. Building Physical Availability Part 210. New Brands and Acquiring New Buyers11. Getting Down to Business-to-Business Markets12. And Finally, a Bit of Luxury