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How Brands Grow: What Marketers Don't Know - Hardcover English by Byron Sharp - 40238 Details

ISBN 13
9780195573565
ISBN 10
0195573560
Publisher
Oxford University Press; 1 Edition
Editorial Review
"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."--MarketingWeek "Highly practical...includes many groundbreaking ideas."--CHOICE "Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."--Joseph Tripodi, The Coca-Cola Company, Atlanta USA "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, London.
About the Author
Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.
Language
English
Format
Hardcover
Author
Byron Sharp
Publication Date
40238

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