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. It is the first book
to present these laws in context and to explore their meaning and
application.
The most distinctive element to this book is that the laws
presented are tried and tested; they have been found to hold over
varied conditions, time and countries. This is contrary to most
marketing texts and indeed, much information provides evidence that
much modern marketing theory is far from soundly based.
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