Overview
This book will change the way you think about marketing forever.Following the success of international bestseller How Brands Grow: What Marketers Don’t 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’.The eBook offers a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support: Find the eBook on VitalSource.This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely onMelding logic and science with compelling insight, this book lays out important principles that every manager should know and apply.Employs an exciting evidence based approach to marketingProvides insight for all business professionals about how to market their brands effectivelyIncludes practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers
Full Product Details
Author: Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute) ,
Bryon Sharp (Director, Director, Ehrenberg Bass Institute)
Publisher: Oxford University Press Australia
Imprint: OUP Australia and New Zealand
Edition: 2nd Revised edition
Dimensions:
Width: 16.20cm
, Height: 1.80cm
, Length: 23.50cm
Weight: 0.520kg
ISBN: 9780190330026
ISBN 10: 0190330023
Pages: 256
Publication Date: 20 September 2021
Audience:
College/higher education
,
Tertiary & Higher Education
Format: Hardback
Publisher's Status: Active
Availability: Available To Order
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Author Information
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.
