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.
How Brands Grow : What Marketers Don't Know, Byron Sharp
How Brands Grow od Byrona Sharpa je fascinujúca kniha, ktorá mení pohľad na marketing a branding, vyvracia mýty a prináša tvrdé, podložené fakty. Sharp ukazuje, že úspech značky spočíva v dosahovaní širokej zákazníckej základne a zvyšovaní povědomia, nie v emocionálnych kampaniach.