How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands - Hardcover

Romaniuk, Jenni; Sharp, Bryon

Hardcover

ISBN 10: 0190330023 ISBN 13: 9780190330026

Publisher: Oxford University Press, 2022

Synopsis

How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

About this title

About the Author

Jenni Romaniuk, Research Professor and Associate Director, Ehrenberg Bass Institute,Bryon Sharp, Director, Ehrenberg Bass Institute

Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journals Senior Advisory Board.

Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journal of Advertising Research.

Edition details

• Publisher: Oxford University Press
• Publication date: 2022
• Language: English
• ISBN 10: 0190330023
• ISBN 13: 9780190330026
• Binding: Hardcover
• Edition number: 2
• Number of pages: 256