Byron Sharp

Helpful votes received on reviews: 75% (6 of 8)
Location: Adelaide, Australia
In My Own Words:
Professor of Marketing Science Director, Ehrenberg-Bass Institute University of South Australia


Top Reviewer Ranking: 609,560 - Total Helpful Votes: 6 of 8
Purple Cow: Transform Your Business by Being Remar&hellip by Seth Godin
There is a small, nay large, industry that makes claims like:

“consumer behaviour has changed radically”
“marketing doesn’t work anymore”

And yet then presents nothing more than a repackaging of the orthodoxy.

For example, Seth Godin’s “Purple Cow” says that marketing is “broken”, that advertising could once turn a sow’s ear into a silk purse but has lost its effectiveness due to clutter and ad avoidance. This is spite of research that shows advertising continues to perform as well as ever (1) (2) (3).

So says Seth, companies need to adopt his radical new marketing strategy which is…wait for it…. to produce remarkable products and market them… Read more
Television And Its Audience (SAGE Communications i&hellip by P Barwise
5.0 out of 5 stars Seriously useful book, 19 Oct 2012
Great value for anyone interested in audience research. That includes media buyers and advertisers. It contains important empirical evidence. The book is old but the patterns have been shown to still apply today.
Grow: How Ideals Power Growth and Profit at the Wo&hellip by Jim Stengel
5 of 6 people found the following review helpful
Marketing consultant Jim Stengel seems a nice guy, he wants us to be passionate about our business and to feel that there is a greater purpose than simply making money. Few would disagree. But he also claims to have discovered the secret to sustained super profits - based on a flawed study dressed up as science.

The `Stengel Study' makes the same mistakes as earlier pop management books that claimed to uncover the secret of sustained financial success. Professor Philip Rosenzweig's "The Halo Effect: How Managers Let Themselves Be Deceived" exposes these mistakes. I recommend Rosenzweig's book.

A team of four… Read more