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How brands grow : what marketers don't know / Byron Sharp and the researchers of the Ehrenberg-Bass Institute.
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Catalogue Record 780738
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Catalogue Record 780738
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Catalogue Information
Catalogue Record 780738
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Item Information
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658.83 SHA
Adult Non Fiction
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From Bankstown to Panania, Rit/
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Catalogue Record 780738
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Catalogue Record 780738 ItemInfo
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Catalogue Record 780738 ItemInfo
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Catalogue Information
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Details
ISBN
9780195573565 (hbk)
Name
Sharp, Byron
Title
How brands grow : what marketers don't know / Byron Sharp and the researchers of the Ehrenberg-Bass Institute.
Published
South Melbourne, Vic. : Oxford University Press, 2010
Description
xvii, 228 p. : ill. ; 24 cm.
Notes
Includes bibliographical references (p. 218-228)
Contents
Evidence-based marketing -- How brands grow -- How to grow your customer base -- Which customers matter most? -- Our buyers are different -- Who do you really compete with? -- Passionate consumer commitment -- Differentiation versus distinctiveness -- How advertising really works -- What price promotions really do -- Ehy loyalty programs don't work -- Mental and physical availability.
Summary
Brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Provides insight for all business professionals to market their brands effectively. Author from University of South Australia.
Subjects
Marketing
Branding (Marketing)
Brand name products -- Management
Added Corporate Names
Ehrenberg-Bass Institute
Reservations Queue
1
Links to Related Works
Subject References:
Brand name products -- Management
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Branding (Marketing)
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Marketing
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See Also:
Commodity exchanges
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Communication in marketing
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Direct marketing
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Export marketing
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Industrial management
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Market segmentation
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New products
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Retail trade
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Sales management
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Sales promotion
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Selling
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Narrower Subject References:
Green marketing.
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Internet marketing
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Target marketing.
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Authors:
Ehrenberg-Bass Institute
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Sharp, Byron
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