How Brands Grow: What Marketers Don't Know (Hardback)Byron Sharp (author)
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Publisher: Oxford University Press Australia
Number of pages: 246
Weight: 600 g
Dimensions: 240 x 160 x 20 mm
More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". * Marketing Week *
...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. * Joseph Tripodi, The Coca-Cola Company *
Until every marketer applies these learnings, there will be a competitive advantage for those who do. * Mitch Barnes, The Nielsen Company. *
A scientific journey that reveals and explains with great rigour the Laws of Growth. * Bruce McColl Mars Incorporated *
This book puts marketing's myth-makers, of which there are many, in their proper place. * Thomas Bayne, MountainView Learning *
A truly thought-provoking book. * Timothy Keiningham, IPSOS Loyalty *
The evidence in this book should make any marketer think hard about how they manage their brands. * Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK *
This book should be required reading on any marketing course. * Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands *
There is competitive advantage here for those who understand and follow this book's lessons. * Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc. *
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