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How Brands Grow: What Marketers Don't Know Hardcover – 11 Mar 2010


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Product details

  • Hardcover: 246 pages
  • Publisher: Oxford University Press (11 Mar. 2010)
  • Language: English
  • ISBN-10: 0195573560
  • ISBN-13: 978-0195573565
  • Product Dimensions: 23.1 x 2.3 x 16 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Bestsellers Rank: 5,660 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Professor of Maketing Science
Director of the Ehrenberg-Bass Institute, University of South Australia.

Byron was born in New Zealand and did his undergraduate marketing degree at Auckland University. He worked in Australia for several years before becoming marketing manager of the University of South Australia's consulting and technology transfer company. That's how he fell into academia completing a Masters by Research and then PhD in marketing.

He is the founding director of the Ehrenberg-Bass Institute where a team of 50+ marketing scientists work on discovering law-like patterns in buyer behaviour and brand performance.

Product Description

Review

"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.

Book Description

AdAges Most-Recommended Marketing Book of the Summer 2013

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Customer Reviews

4.7 out of 5 stars
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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By JC on 21 Sept. 2010
Format: Hardcover
Read 'How Brands Grow'. Then, for every bit of Marketing lore and received wisdom you THINK you know, ask yourself what data that belief is - or isn't - based on. This will be an uncomfortable process, I guarantee.
If you're only just starting out in Marketing, you're lucky: you have a Bible to digest, learn and refer to.
If (like me) you have come up through the ranks of MarComms, with all its taken-for-granteds and that's-the-way-it's-dones, "How Brands Grow" rips down the flimsy edifices we've leaned on for years, and replaces them with solidly-founded constructions, rooted immutably in fact.
The book's title is disingenuously neutral. It could have been called "Everything You Know About Marketing Is Wrong", and still not have done justice to the radical way it demolishes existing Marketing theory and practice. Which it then replaces with simple new principles which any Marketer anywhere could adopt and use tomorrow.
Please don't assume that because it is such a departure from current thinking, it can't possibly be THAT much better. You may think, "Surely a middle ground is most likely to be right? ...something that draws on the best of what we already know, and adds newer, sharper thinking to it?" Big mistake. This is a take-it-or-leave-it offer - you're either with us or against us (I apologise for quoting Bush). You can't read "How Brands Grow" and do nothing: either you clamp your hands over your eyes and ears like terrified monkeys, or you put up your hands, surrender, and gird your loins for the arguments you're going to have every working day.
Read "How Brands Grow". If you decide my review is wrong, that's fine. I KNOW I will be out there making brands grow. You keep doing what you're doing - you may get lucky.
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15 of 16 people found the following review helpful By Mr. T. Wade on 7 Jun. 2010
Format: Hardcover
It's refreshing to read a marketing book that puts theory aside and looks at the evidence-based learnings from some of the most successful campaigns.

The results can make for uncomfortable reading (especially if you currently manage the marketing plan) but the book is based on clear, objective and compelling research, expertly presented in way that makes it both a great read and immediately actionable. Overall, an original, impressive and insightful book that does exactly what it says on the cover - reveals how brands really grow.
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3 of 3 people found the following review helpful By Martin Kùla on 14 Jan. 2012
Format: Hardcover
Very complex view on marketing and brand management challenging many traditional myths, challenging a bit traditional Kotler's point of view. Applies rather scientific approach and support view with a lot of evidence. Suitable rather for experienced marketing managers and professionals. Should be obligatory reading for CEOs, CFOs and generally board members, as at very well explains the role of advertising and promotion and what can and cannot be expected.
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2 of 2 people found the following review helpful By Mrs. L. F. Barnsley on 24 Nov. 2010
Format: Hardcover
My first copy was leant to me by a marketing friend who said, 'Read this, you're going to be amazed. Our company has changed it's whole marketing strategy based on this book, and it's working.' A little sceptical, I took the book and started reading.

Half a day later, I emerged, dazed and astounded. She was right, I was amazed. It was a revelation to someone who's been in marketing for over 20 years. It will challenge your accepted marketing thinking and fill your head with a vision of a Brave New World. I'm off to start building mine now, before every marketer has read this and the advantages it gives me will be the norm once more.
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8 of 9 people found the following review helpful By Dr. Maxwell Winchester on 21 Jun. 2010
Format: Hardcover
The most unfortunate thing about this book is that most people who most need to read it probably won't! It is unfortunate that the marketing profession is largely founded on what appear to be exciting ideas that are underpinned by little empirical evidence. Prof Sharp provides a challenge to everything we think we know about marketing, and provides a wealth of empirical evidence to back up what he says. If you think you know something about marketing, then you really need to read this book.
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5 of 6 people found the following review helpful By Polly Gamous Consumer on 2 Aug. 2010
Format: Hardcover
Writing a review of a book which you know you are going to like before you have read it presents a few problems. Firstly it is harder to find substantive as opposed to trivial faults such as "50% ( 200 divided by 100)" on p 31, or figures 4.1 and 4.1 mis-labelled). Nobody apart from a few of us sticklers will notice or care, and anyway they will get corrected in the second edition!

Secondly there is a danger of being over effusive and becoming one of the small number of `passionate committed consumers' who matter but do not significantly affect the overall performance of the brand (see chapter 7) - Kotler may be wrong but he is a much bigger brand the Sharp!

Sharp's target market for this book is clearly marketing managers which violates some of the most important law-like relationships revealed in "How Brands Grow" - it should of course reach a much wider group of consumers which (at least) include marketing pedagogues in further and higher education institutions (and their charges!) and academic and practitioner marketing researchers.

The book will be a challenge to those who are unfamiliar with the core concepts, and there are many who will find the ideas so dissonant with their own behaviours as marketers or teachers that they will not read it all. Hopefully they will return and re-read and re-evaluate and then reform their views of marketplace realities.

The structure and approach are good and the feeling of repetition at times can also be seen as a way of reinforcing the awareness created. The use of data to exemplify the rules matters greatly and it would have been great to see an extensive example from one of the Ehrenberg-Bass Institute supporting companies woven throughout the book.
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