How Brands Grow: What Marketers Don't Know

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		How Brands Grow: What Marketers Don't Know
		How Brands Grow: What Marketers Don't Know

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.

网友对How Brands Grow: What Marketers Don't Know的评论

好书！尤其“How advertising really work”和“Differentiation versus distinctiveness”那两章

关于消费者群体在不断变化中动态平衡有点yisi，但不见得真适用于所有产品，可能就中低端快消品。而且作者将其它观点标签为错误，藐视传统观点，显得过于自大了。

面试时HR推荐的一本书，回来就立刻买了
书的质量很好，是原版正品。内容很不错，值得好好看！

Counter to everything else you've read about branding.

Really useful and well-written, based on actual research instead of gut feelings. Learned a lot about both building a brand and marketing for brands.

There is more nonsense written about branding that almost any other area of business books. Most books seem to focus on the same brands - Apple and Harley Davidson and leave it to the reader to work out how to translate that magic to their own product. Well this book does not. Byron Sharp uses his many years as a researcher to deliver a really useful analysis of brands and how you market them.

It's well written, full of meaningful data and it's useful. Some of the sections are so counter intuitive I needed to read them and then think it through and then return to the chapter to re-read before I was able to integrate the learning. That's not a criticism the book is well written and easy to read but some of the concepts need work to truly understand.

If you are a marketer you do need to read this book. It should be mandatory in every school, university or branding course.

If you think mass media is dead, you need to read this book. It challenges what people think but haven't supported with proper research. If Uni marketing students were to be given this book to read along with their normal marketing textbook it would make for great classroom interaction, particullarly in CRM classes. Certainly lead students to question more what they read and accept, which would be a good thing.

Great book. Proof and disprove most marketing principles by looking at sales data across many categories. The Marketing discipline needs more books and studies with this kind of rigor.

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