2 of 3 people found the following review helpful
Marketing under the spotlight,
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This review is from: How Brands Grow: What Marketers Don't Know (Hardcover)
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 that are made. Almost all of the other marketing books have relied upon waffly anecdotes and less than scientific 'evidence'.
What Bryon Sharp has done is point a very bright light on marketing and branding. By using statistically relevant data, gathered across many different industries and countries, he pulls the rug from under many of the commonly accepted 'hearsay' views of marketing.
For example, he shows how dis-loyal loyal customers can be. He pulls apart certain concepts around Differentiation and Price Promotions. He also explains the role that Advertising really plays.
But that's not all he does. As Bryon chops away at the hype and puffery, he provides instead a solid and convincing framework for effective marketing and branding.
As with others here, I wish more professional marketers would read and learn from this book. As Byron Sharp points out, what we should be moving to is a world of evidence based marketing. And the evidence of - if we apply the lessons of this book - increased sales, revenue and profits.