How Brands Grow: Part 2

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Beschreibung

Informationen zum Autor

Dr Magda Nenycz-Thiel is a Senior Researcher at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia (www.MarkeitngScience.info). Magda's main research area is retailing, with particular focus on private-label brands, category growth and online shopping behaviour. She has published in international journals such as the Journal of Business Research, Journal of Advertising Research and Journal of Marketing Management. She is associate editor of the Journal of Consumer Behaviour. Magda is leading global research projects for members of the Instituteas Corporate Sponsorship Program and regularly presents her research to industry leaders at industry and academic conferences all over the world. Robert East is Emeritus professor of consumer behaviour at Kingston Business School, London and adjunct professor at Ehrenberg-Bass Institute for Marketing Science, University of South Australia. He trained as a social psychologist and is a postgra



Klappentext

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Grow' who want to learn more about the key concepts and their application. Included in Part 2 is an expansion on key areas such as Mental Availability, Physical availability, and how to leverage Distinctive Assets. Second, this book is for marketers operating in areas such as e-commerce, emerging markets, services, and luxury markets. We have expanded the range of examples to cover these categories and countries. This includes examples from financial services, telecommunications, fast food, supermarket and fashion retailers, phone handsets and cars throughout the book.



Inhaltsverzeichnis

1 . How brands grow; 2 Target the (whole) market; 3 Where new customers come from; 4 The foundations of mental availability; 5 Leveraging distinctive assets; 6 Achieving reach; 7 Word of mouth facts worth talking about; 8 The fundamentals of physical availability; 9 Online shopping-is it different?; 10 New brand and acquiring new buyers; 11 And finally, a bit of Luxury



...

Autorentext
Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing. Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.

Klappentext

How Brands Grow Part 2 is about the fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book is for readers of the first 'How Brands Grow' who want to learn more about the key concepts and their application. Included in Part 2 is an expansion on key areas such as Mental Availability, Physical availability, and how to leverage Distinctive Assets. Second, this book is for marketers operating in areas such as e-commerce, emerging markets, services, and luxury markets. We have expanded the range of examples to cover these categories and countries. This includes examples from financial services, telecommunications, fast food, supermarket and fashion retailers, phone handsets and cars throughout the book.



Zusammenfassung
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. 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. 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. This book 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 - it's 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.

Inhalt

1 . How brands grow; 2 Target the (whole) market; 3 Where new customers come from; 4 The foundations of mental availability; 5 Leveraging distinctive assets; 6 Achieving reach; 7 Word of mouth facts worth talking about; 8 The fundamentals of physical availability; 9 Online shopping-is it different?; 10 New brand and acquiring new buyers; 11 And finally, a bit of Luxury

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Produktinformationen

Titel
How Brands Grow: Part 2
Untertitel
Emerging Markets, Services, Durables, New and Luxury Brands
Autor
EAN
9780195596267
ISBN
978-0-19-559626-7
Format
Fester Einband
Herausgeber
Oxford Academic
Genre
Werbung & Marketing
Anzahl Seiten
192
Gewicht
499g
Größe
H237mm x B162mm x T20mm
Jahr
2015
Untertitel
Englisch
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