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How Brands Grow: What Marketers Don't Know Hardcover – 11 Mar 2010
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"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.
AdAges Most-Recommended Marketing Book of the Summer 2013See all Product description
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Top customer reviews
The key messages have been set out as "laws" both at the front and at the end of the book - primacy and recency from psychology spring to mind. The author has attempted to set the record straight around some of the well worn marketing messages / received wisdom over the decades and has relied to dry and dated data to evidence his case.
Why does a Professor from Australia have to come up with these key findings that our very own, delightful Pippa Middleton could have come up with in her spare time ? Could have been ghost authored by the lady !
Key messages, if they can be called that !
Large market penetration = large market share
Acquisition of customers is more important than retention.
Low frequency buyers make up a huge part of the market.
Brand loyalty is over hyped.
Price promotions do not have a lasting impact on customer buying behaviour.
Even loyal customers frequently buy other brands...
After reading the book, it confirmed what I knew all along...basically that we all buy what we want, when we feel like it or circumstances change. No one really cares.
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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Arguments extensively backed up with research.Read more
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