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How Brands Grow 2 Revised Edition Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)

How Brands Grow 2 Revised Edition By Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)

How Brands Grow 2 Revised Edition by Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)

Reviews:
$87.59
Condition - New
9 in stock
New

Summary

How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

How Brands Grow 2 Revised Edition Summary

How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands by Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)

This book will change the way you think about marketing forever. Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

About Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)

Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journals Senior Advisory Board. Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow 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.

Table of Contents

1. How Brands Grow2. Target the (Whole) Market3. Where New Customers Come From4. Building Mental Availability5. Leveraging Distinctive Assets6. Achieving Reach7. Word-of-mouth Facts Worth Talking About8. Building Physical Availability Part 19. Building Physical Availability Part 210. New Brands and Acquiring New Buyers11. Getting Down to Business-to-Business Markets12. And Finally, a Bit of Luxury

Additional information

NGR9780190330026
9780190330026
0190330023
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands by Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)
Jenni Romaniuk (Research Professor and Associate Director, Research Professor and Associate Director, Ehrenberg Bass Institute)
New
Hardback
Oxford University Press Australia
2021-09-20
256
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

Customer Reviews - How Brands Grow 2 Revised Edition