How Brands Grow 2 Revised Edition (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
256
Utgivningsdatum
2021-11-25
Upplaga
2
Förlag
OUP Australia & New Zealand
Medarbetare
Sharp, Bryon
Dimensioner
237 x 164 x 19 mm
Vikt
536 g
Antal komponenter
1
ISBN
9780190330026

How Brands Grow 2 Revised Edition

Including Emerging Markets, Services, Durables, B2B and Luxury Brands

Inbunden,  Engelska, 2021-11-25
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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'.
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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.

Innehållsförteckning

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