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

Romaniuk Jenni Sharp, Bryon
Innbundet / 2021 / Engelsk

Produktdetaljer

ISBN
9780190330026
Publisert
2021
Utgave
2. utgave
Utgiver
Oxford University Press Australia
Vekt
525 gr
Høyde
235 mm
Bredde
162 mm
Dybde
18 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
256

Forfatter
Romaniuk Jenni
Sharp, Bryon

Biografisk notat

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.

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

Romaniuk Jenni Sharp, Bryon
Innbundet / 2021 / Engelsk
Romaniuk Jenni Sharp, Bryon
Innbundet / 2021 / Engelsk
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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'.
Les mer
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'.
Les mer
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
Les mer

Relaterte produkter

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'.
Les mer
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'.
Les mer
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
Les mer

Produktdetaljer

ISBN
9780190330026
Publisert
2021
Utgave
2. utgave
Utgiver
Oxford University Press Australia
Vekt
525 gr
Høyde
235 mm
Bredde
162 mm
Dybde
18 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
256

Forfatter
Romaniuk Jenni
Sharp, Bryon

Biografisk notat

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.

Relaterte produkter