How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: Jenni Romaniuk (Associate Director (International), Ehrenberg-Bass Institute for Marketing Science)
Format: Hardback
Number of Pages: 192
Growth to survive is a marketing mantra. 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. This book is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. How Brands Grow Part 2 is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow - its time to move to the next level of marketing. And if you haven't... get ready - This book will change the way you think about marketing forever.
Author: Jenni Romaniuk (Associate Director (International), Ehrenberg-Bass Institute for Marketing Science)
Format: Hardback
Number of Pages: 192
Growth to survive is a marketing mantra. 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. This book is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. How Brands Grow Part 2 is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow - its time to move to the next level of marketing. And if you haven't... get ready - This book will change the way you think about marketing forever.
Description
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: Jenni Romaniuk (Associate Director (International), Ehrenberg-Bass Institute for Marketing Science)
Format: Hardback
Number of Pages: 192
Growth to survive is a marketing mantra. 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. This book is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. How Brands Grow Part 2 is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow - its time to move to the next level of marketing. And if you haven't... get ready - This book will change the way you think about marketing forever.
Author: Jenni Romaniuk (Associate Director (International), Ehrenberg-Bass Institute for Marketing Science)
Format: Hardback
Number of Pages: 192
Growth to survive is a marketing mantra. 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. This book is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. How Brands Grow Part 2 is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow - its time to move to the next level of marketing. And if you haven't... get ready - This book will change the way you think about marketing forever.
How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands