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How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables Hardcover – Illustrated, 12 October 2015
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About the Author
- Publisher : Oxford University Press ANZ; Illustrated edition (12 October 2015)
- Language : English
- Hardcover : 192 pages
- ISBN-10 : 0195596269
- ISBN-13 : 978-0195596267
- Dimensions : 23.11 x 15.49 x 2.29 cm
- Best Sellers Rank: 36,687 in Books (See Top 100 in Books)
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It restates aspects of the earlier How Brands Grow by Byron Sharp (2010, OUP) and extends the thinking in that text to word of mouth, online, new buyers and luxury brands.
Companies get bigger by acquiring more customers. The problem for marketers is to advise on the process of customer acquisition and this is what the book does so well. The products of a company have to be available both physically and mentally for new customers to be gathered and Jenni Romaniuk does an excellent job in explaining the less familiar aspects of mental availability and linking them to promotion while others explain aspects of physical availability. Generally, the exposition is startlingly fresh and leaves behind some of the rather stale orthodoxies found in many marketing textbooks. Partly, the work can be original because it is not a textbook. It is designed for the open-minded practitioner who wants to understand marketing better. It does not support every claim made with evidence but there is a substantial amount of new data that the Institute has gathered. Despite (or because of) its practitioner focus, this book is a necessary addition to any MBA course and it will add interest to specialist courses in marketing. This is a book that will be used in those marketing departments that can embrace change and also by academics to develop their courses.
Überall zeigt sich, dass die wichtigsten Faktoren für das Markenwachstum in der physikalischen und mentalen Verfügbarkeit der Marke liegen. Und dass sich die Marken in einer Kategorie ihre Käufer teilen! Soviel zu den Hoffnungen, dass man eigene treue Kunden entwickeln kann.
Wenn man diese Grunderkenntnisse akzeptiert hat man zwar immer noch kein einfaches Rezept für die Markenführung - aber man kann sich auf die wirklich wirksamen Aufgaben konzentrieren und dafür geben die Autoren viele Hinweise.
Wenn Sie nur ein Marketingbuch dieses Jahr lesen, dann bitte dieses. Es lohnt sich