How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands

How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands by Sharp, Byron. hardcover edition. ISBN: 9780195596267.

Following the success of international bestseller How Brands Grow: What Marketers Dont 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 brands Distinctive Assets and a framework to underpin your brands 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 youve 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 havent, get ready -- this book will change the way you think about marketing forever.