MARC Record from harvard_bibliographic_metadata

LEADER: 02180cam a22003254a 4500
001 012663772-5
005 20110502233322.0
008 100727s2010 enka b 000 0 eng
010 $a 2010285863
015 $aGBB011513$2bnb
016 7 $a015478472$2Uk
020 $a9780195573565 (hbk.)
020 $a0195573560 (hbk.)
035 $a(PromptCat)99941054257
035 0 $aocn503639230
040 $aUKM$cUKM$dDLC$dYDXCP$dC#P$dBWX$dHNK$dCDX$dLML$dA7U
042 $aukblcatcopy$alccopycat
050 00 $aHF5415.1255$b.S52 2010
082 04 $a658.827$222
100 1 $aSharp, Byron.
245 10 $aHow brands grow :$bwhat marketers don't know /$cby Byron Sharp.
260 $aOxford ;$aNew York :$bOxford University Press,$c2010.
300 $axvii, 228 p. :$bill. ;$c23 cm.
504 $aIncludes bibliographical references (p. 218-228).
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.
505 0 $aEvidence-based marketing -- How brands grow -- How to grow your consumer base -- Which customers matter most? -- Our buyers are different -- Who do you really compete with? -- Passionate consumer committment -- Differentiation versus distinctiveness -- How advertising really works -- What price promotions really do -- Why loyalty programs don't work -- Mental and physical availability -- A final word.
650 0 $aBranding (Marketing)
899 $a430_586760
988 $a20110125
906 $0OCLC