Better Brand Health: Measure and Metrics for a How Brands Grow World

By Jenni Romaniuk
Oxford University Press, February 2023

This is a book about brand health concepts, measures and metrics. It will help you improve your existing brand health tracker or set up a new one. Covering everything from bigger picture strategic framework to the nitty-gritty of attribute wording, this book has something for everyone, regardless of position or experience.

You’ll gain new insights into well-known metrics such as brand awareness and brand attitude, and learn how to work with newer metrics such as Mental Availability. You will also find out when online monitoring can be useful in a brand health context and some do’s and don’ts to help you measure Physical Availability.

 

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How Brands Grow Part 2 - Revised edition!

By Jenni Romaniuk & Byron Sharp
Oxford University Press, September 2021

Following the success of international bestseller How Brands Grow: what marketer’s don’t know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters, new research on Physical Availability and Luxury Brands, and the addition of a new chapter “Getting down to Business-to-Business Markets”.

 

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Building Distinctive Brand Assets

By Jenni Romaniuk
Oxford University Press, March 2018

 

This book is for anyone with a brand. 

It is a book about future-proofing your brand’s identity. It will help you set up a long-term strategy to build your Distinctive Assets, and give you tips on how to protect them.

You’ll learn which branding strategies work, and which don’t, so you can take advantage of opportunities and avoid minefields.

Building Distinctive Brand Assets explores strategy, tactics and insights from a wide range of asset types including celebrities, taglines, jingles and advertising based assets. Combining academic rigour and practical advice, this is a book you will return to again and again, as you face the ongoing challenges of today’s branding environment.

 

Marketing: Theory, Evidence, Practice - Second Edition

By Byron Sharp
Published: Oxford University Press, November 2018

Many textbooks are heavy on conceptual theory, and very light on evidence, and they neglect areas that are important to working managers. This textbook Marketing: Theory, Evidence, Practice provides scientific evidence, along with enlivening case studies, evidence based theory and practical guidelines.

This new edition includes: New chapters on selling and sales management, developing and implementing a marketing plan and social marketing, as well as new practitioner profiles and case studies.

 

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How Brands Grow Part 2

Final cover

By Jenni Romaniuk & Byron Sharp
Published: Oxford University Press, October 2015

Following the success of international bestseller How Brands Grow comes a new book that takes readers further on a journey to smarter, evidence-based marketing.

How Brands Grow Part 2: Emerging Markets, Services, Durables, New and Luxury Brands, is about fundamentals of buying behaviour and brand performance. It provides a roadmap for brand growth, and improved marketing productivity.

 

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How Brands Grow

HowBrandsGrow

By Byron Sharp
Published: Oxford University Press, 2010

How Brands Grow: what marketers don’t know is based on decades of research that has progressively uncovered scientific laws about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.

 

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Marketing Planning & Strategy

 

By John Dawes
Published: SAGE Publishing 2021

This book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. The book features a dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors.

Practical in its step-by-step approach and inclusion of activities and scenarios, and written simply while still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.

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The Scientific Method: A Guide to Finding Useful Knowledge

 

By J. Scott Armstrong & Kesten Green
Published: Cambridge University Press, 2022

In this essential reference, the authors identify eight essential criteria for the practice of science and provide checklists to help identify useful knowledge. Not only for scientists the book is for all those who have a stake in science and the knowledge it produces. Research funders and policymakers will find guidance on how they can encourage scientific research that produces useful discoveries. Journalists, commentators, and practitioners in all fields can turn to this text for help with assessing the validity of scientists’ claims. The message of the book is complemented by Nobel Laureate Vernon L. Smith’s foreword.

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Marketing: Theory, Evidence, Practice

MarketingTheoryEvidencePractice

By Byron Sharp
Published: Oxford University Press, 2012

Many textbooks are heavy on conceptual theory, and very light on evidence, and they neglect areas that are important to working managers. This textbook Marketing: Theory, Evidence, Practice provides scientific evidence, along with enlivening case studies, evidence based theory and practical guidelines.

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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.