How Brands Grow Part 2 – Revised!
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”.
This book will change the way you think about marketing forever.
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Professor Jenni Romaniuk
Associate Director (International) – Ehrenberg-Bass Institute
Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author of Building Distinctive Brand Assets and developer of the Distinctive Asset Grid. She is a pioneer in mental availability measurement and metrics, as well as the identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journal’s Senior Advisory Board.
Professor Byron Sharp
Director – Ehrenberg-Bass Institute
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byron’s international bestseller How Brands Grow: what marketers don’t know has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.