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. INDICE: 1.: Evidence-based marketing; 2.: How brands grow; 3.: How to grow your customer base; 4.: Which buyers matter most?; 5.: Our buyers are different; 6.: Who do you really compete with?; 7.: Passionate consumer commitment; 8.: Differentiation vs. Distinctiveness; 9.: How advertising really works; 10.: What price promotions really do; 11.: How loyalty programs affect loyalty;12.: The Big Story: Competing for sales with mental & physical availability; Epilogue
- ISBN: 978-0-19-557356-5
- Editorial: Oxford University
- Encuadernacion: Cartoné
- Páginas: 246
- Fecha Publicación: 11/03/2010
- Nº Volúmenes: 1
- Idioma: Inglés