How Brands Grow : What Marketers Don't Know

作者：ByronSharp

出版社：OxfordUniversityPress

副标题：WhatMarketersDon’tKnow

出版年：2010-3-11

页数：246

定价：GBP22.50

装帧：Hardcover

ISBN：9780195573565

内容简介
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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.

作者简介
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拜伦•夏普

南澳大学埃伦伯格－巴斯营销研究院院长、教授，研究院的研究成果应用于包括可口可乐、卡夫、英国航空、宝洁、尼尔森、玛氏等诸多世界领先企业。拜伦已发表了100多篇学术论文，并是5家期刊的编辑委员会成员。

评论 ······

双重危机定律，顾客中庸定律等都使人眼前一亮。总体来说十分值得一读。但可能由于自身原因，没有系统读过科特勒等的营销书籍，觉得本书没有太大必要过分强调颠覆传统营销，更多的是侧重点的不同（比如差异化与独特性）。

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好多观点过于偏激了，像是为了向经典挑战而挑战，但是被marketing的传统观念浸淫了这么多年，能勇敢喊出不同的声音并且做了这么多数据详实的分析也实在难得~比如target marketing为什么有时候不work，penetration和loyalty之间到底该怎么选，点赞打开新思路~

都知道＋买的到，才是品牌建设王道。

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