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.
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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.
Über den Autor
Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.
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The missing link
21. Dezember 2011
Von Derek Cairns
- Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
This book is the missing link between what your marketing instinct tells you is happening (or not) and the results you are seeing in the market place. Having spent a decade in brand management at Cadbury and Colgate I wish I had this book at the beginning of my career. The learnings will take you from armchair marketer (and isn't everyone one of those) where the highest salary in the room wins, to informed practitioner able to defend your recommendations. Buy this book, buy it for your team, and pray your competition can't read.
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Shock to the System
16. August 2011
Von Robert P. Pagano
- Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
I've been a marketing and branding practitioner for 30+ years and I've read literally hundreds of the most 'notable' marketing texts from the leading academics in the business. This book was recommended by a highly respected researcher and if he hadn't mentioned it I probably would never have read the book.
Let me just say that we rarely get many marketers who are brave enough to take a contrarian's point of view on delicate marketing subjects. Byron Sharp takes on some of the real heavy hitters from HBS and other leading business schools and he does it with outstanding proprietary research and rich third party data. The book now has me wondering what other leading thought leaders I've been impressed by whose work is also suspect.
Other reviewers on these pages can give you specific examples of Sharp's notable findings. I can only give you my recommendation...buy and read this book!
Let me just say that we rarely get many marketers who are brave enough to take a contrarian's point of view on delicate marketing subjects. Byron Sharp takes on some of the real heavy hitters from HBS and other leading business schools and he does it with outstanding proprietary research and rich third party data. The book now has me wondering what other leading thought leaders I've been impressed by whose work is also suspect.
Other reviewers on these pages can give you specific examples of Sharp's notable findings. I can only give you my recommendation...buy and read this book!
3 von 3 Kunden fanden die folgende Rezension hilfreich
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Proves that marketers must think big
15. Juni 2012
Von S. Foster
- Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
This book forcefully dispels the myth milked and peddled by CRM specialists for decades; the idea that most of your sales, profits and brand fortune come from a tiny group of highly loyal customers and by encouraging this tiny group to buy more often, you will grow you brand. Right? Well no, it's not and Byron Sharpe uses hard brand sales evidence (something all too often lacking in marketing circles), to prove it. The brands with the highest market share have the highest repeat purchase whilst those with the lowest share have lower repeat purchase. This means that brands need to expand their total user base in order to grow repeat purchase. The logical extension of this thinking is that if you focus on CRM, you are not growing the user base and you therefore risk damaging your brand. This isn't only bad news for those who sell CRM systems and services, it's also bad news for those who argue that mass media is dead. Informed marketers know that mass media isn't dead, and that the economies of scale delivered by mass media like TV cannot be matched by the myriad of niche channels running behind the flag of "low wastage" and "high efficiency". This book proves that marketers have to be outward focused, think big, advertise in as big a way as possible and strive to put their brands way above the parapet. It reminds me of a quote ascribed to Mark Twain: 'He who has a thing to sell whispers down a well, is not as apt to get the dollar as he who climbs a tree and hollers'.
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