What Marketers Don't Know
Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illu...
Philip Sugai, Professor of Marketing, Doshisha University An excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management.
Marketing Week 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".
Joseph Tripodi, The Coca-Cola Company ...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind.
Mitch Barnes, The Nielsen Company. Until every marketer applies these learnings, there will be a competitive advantage for those who do.
Bruce McColl Mars Incorporated A scientific journey that reveals and explains with great rigour the Laws of Growth.
Thomas Bayne, MountainView Learning This book puts marketing's myth-makers, of which there are many, in their proper place.
Timothy Keiningham, IPSOS Loyalty A truly thought-provoking book.
Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK The evidence in this book should make any marketer think hard about how they manage their brands.
Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands This book should be required reading on any marketing course.
Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc. There is competitive advantage here for those who understand and follow this book's lessons.
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.
1. Evidence-based marketing; 2. How brands grow; 3. How to grow your customer base; 4. Which buyers matter most?; 5. Our buyers are different; 6. Who do you really compete with?; 7. Passionate consumer commitment; 8. Differentiation vs. Distinctiveness; 9. How advertising really works; 10. What price promotions really do; 11. How loyalty programs affect loyalty; 12. The Big Story: Competing for sales with mental & physical availability; EPILOGUE