How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.

AdAges Most-Recommended Marketing Book of the Summer 2013 How Brands Grow What Marketers Don't Know Byron Sharp • This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. 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. Byron Sharp, Professor, Ehrenberg-Bass Institute for Marketing Science 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. Jenni RomaniukAssociate Professor Jenni Romaniuk heads the Brand Equity Research Group at the Ehrenberg-Bass Institute. Jenni's pioneering research into how brand perceptions influence consumer behaviour is guaranteed to make you re-think your brand and advertising strategies. More than just conjecture, she can present empirical evidence across over 20 markets. Rachel KennedyAssociate Professor Rachel Kennedy is a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science and where she heads the Advertising Research Group. John Scriven John Scriven is Director of the Ehrenberg Centre, at London South Bank University.

The Ehrenberg Centre works in partnership with the Ehrenberg-Bass Institute to run the Corporate Sponsorship Program, a special program of R&D into marketing that is supported by companies across the globe including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. John DawesAssociate Professor John Dawes heads the Pricing Research Group at the Ehrenberg-Bass Institute for Marketing Science. Driver konica minolta bizhub c350 windows 8 64 bits. John has an extensive background in sales and marketing, combining a comprehensive understanding of industry issues with a strong research perspective. 'An excellent, and detailed discussion of the true factors of Brand growth.

Highly recommended for any class on Brand Marketing or Brand Management.' - Philip Sugai, Professor of Marketing, Doshisha University 'More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write. Dvigatelj 2sd instrukciya. Reading Sharp's critique of the cult of differentiation made me smile.

And I laughed out loud at his characterisation of supposedly committed consumers as 'uncaring cognitive misers'.' - Marketing Week '.marketers need to move beyond the psycho-babble and read this book. Or be left hopelessly behind.'