How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands

Romaniuk, Jenni; Sharp, Bryon

ISBN 10: 0190330023 / ISBN 13: 9780190330026

Edité par Oxford University Press, 2022

Missing dust jacket; Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less. N° de réf. du vendeur G0190330023I5N01

Synopsis :

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'.

À propos de l'auteur: 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.

Détails bibliographiques

Titre : How Brands Grow 2 Revised Edition: Including...
Éditeur : Oxford University Press
Date d'édition : 2022
Reliure : Hardcover
Etat : Fair
Etat de la jaquette : No Jacket
Edition : 2ème Édition