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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". (UK 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. )
...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. )
Product Description
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
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Customer Reviews
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
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.
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.
6 of 6 people found the following review helpful
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.
5 of 5 people found the following review helpful
Format:Hardcover
This book tells it how it is, but it might not make comfortable reading if you work in marketing...there are rules, they are not what you think, they are based on facts it's hard to argue with, and now they are all in one place. Read it before your competitors!
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Most Recent Customer Reviews
Problem for Marketing consultants
This book makes the job of the marketer, sales person and brand owner much easier. It challenges and comprehensively defeats much of the snake oil sold by the marketing services... Read more
Published 3 months ago by Henry Coates
Great if you are an FMCG brand manager
I'm still a bit unsure about some of the conclusions in this book, but it definitely got me thinking about the assumptions marketers take for granted. Read more
Published 4 months ago by mARTketers.com
Probably the best book on Marketing I have read in many years
Very complex view on marketing and brand management challenging many traditional myths, challenging a bit traditional Kotler's point of view. Read more
Published 4 months ago by Martin Kùla
How Brands Grow
Companies waste time and money on ineffective marketing strategies. Marketing research professor Byron Sharp suggests that, instead, they should act according to research that... Read more
Published 5 months ago by Rolf Dobelli
Essential reading for marketing
Byron Sharp has written an essential summary of research on how brands grow. In doing so, he dispels popular marketing myths, using facts and evidence. Read more
Published 7 months ago by Robert Shaw
Marketing under the spotlight
I love this book.
It's the first book on marketing I've read - and I've read many, many books on marketing - where I was presented with hard, solid data for the claims... Read more
It's the first book on marketing I've read - and I've read many, many books on marketing - where I was presented with hard, solid data for the claims... Read more
Published 13 months ago by Andrew Lloyd Gordon
Its changed the way I think
I read this book after it had been recommended by shopper research guru Herb Sorensen. In fact I read it 3 or 4 times. Read more
Published 13 months ago by Tastydogs
Mind-opening!
My first copy was leant to me by a marketing friend who said, 'Read this, you're going to be amazed. Read more
Published 18 months ago by Mrs. L. F. Barnsley
Radical. Uncomfortable. Essential.
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. Read more
Published 20 months ago by JC
A Sharp read
Writing a review of a book which you know you are going to like before you have read it presents a few problems. Read more
Published 22 months ago by Polly Gamous Consumer
Listmania!
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