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Author Sharp, Byron

Title How brands grow : what marketers don't know / Byron Sharp

Publ Info Oxford ; New York : Oxford University Press, 2010
 RWU Main Library  HF5415.1255 .S52 2010    AVAILABLE
 Salve Main Collection  HF5415.1255 .S52 2010    AVAILABLE
 URI  HF5415.1255 .S52 2010    AVAILABLE
Descript xvii, 228 pages : illustrations ; 23 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
Note Includes bibliographical references (p. 218-228)
Contents Evidence-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
LC subject Branding (Marketing)
ISBN 9780195573565 (hbk.)
0195573560 (hbk.)