000			02102nam a22003857a 4500
003			IIITD
005			20250919124929.0
008			250918b |||||||| |||| 00| 0 eng d
020			_a9780195573565
040			_aIIITD
082			_a658.83 _bSHA-H
100			_aSharp, Byron
245			_aHow brands grow : _bwhat marketers don't know _cby Byron Sharp
260			_aNew Zealand : _bOxford University Press, _c©2010
300			_axvii, 228 p. : _bill. ; _c24 cm.
505			_t1. Evidence-based marketing
505			_t2. How brands grow
505			_t3. How to grow your customer base
505			_t4. Which customers matter most?
505			_t5. Our buyers are different
505			_t6. Who do you really compete with?
505			_t7. Passionate consumer commitment
505			_t8. Differentiation versus distinctiveness
505			_t9. How advertising really works
505			_t10. What price promotions really do
505			_t11. Why loyalty programs don't work
505			_t12. Mental and physical availability
505			_t13. A final word
520			_a"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 contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based." -- Product Description.
650			_aBrand name products -- Management
650			_aBranding (Marketing)
650			_aBusiness and Management
650			_aMarketing -- Management
942			_cBK _2ddc
999			_c209271 _d209271