eBook Download

BOOK EXCERPT:

Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

Product Details :

Genre:
Author: Jenni Romaniuk
Publisher: Oxford University Press, USA
Release: 2015-10-12
File: 192 Pages
ISBN-13: 0195596269

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

This pack contains How Brands Grow: What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables. Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow 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 contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.

Product Details :

Genre:
Author: Jenni Romaniuk
Publisher: Oxford University Press, USA
Release: 2015-11-09
File: 352 Pages
ISBN-13: 0190304936

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

Product Details :

Genre:
Author: Jenni Romaniuk
Publisher:
Release: 2018-03-16
File: 248 Pages
ISBN-13: 0190311509

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.

Product Details :

Genre: Business & Economics
Author: David Taylor
Publisher: John Wiley & Sons
Release: 2013-02-25
File: 254 Pages
ISBN-13: 9781118484715

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Canada's most famous adman spills a career's worth of marketing secrets, so anyone can compete with the best in their business--whatever that business might be. Big companies spend a fortune marketing their wares and services. Can yours? Invariably people ask advertising veteran and CBC Radio host Terry O'Reilly one question more than any other: How does a little business compete with the big guys? After decades at the helm of an award-winning advertising production company, and over a decade exploring the art and science of marketing for CBC Radio, O'Reilly delivers all the answers they--and anyone with something to sell--ever wanted to know. Following his bestselling Age of Persuasion, O'Reilly collects a lifetime of marketing wisdom into an indispensable guide to competing for your customers' attention. From understanding what business you're really in and foregoing the extra mile in favour of the extra inch, to the benefits of counterintuitive thinking and knowing an opportunity when you see one, This I Know will help anyone understand the fundamentals of good marketing strategy and building the relationships that turn good marketing into great results, no matter how big or small your budget.

Product Details :

Genre: Business & Economics
Author: Terry O'Reilly
Publisher: Knopf Canada
Release: 2017-02-28
File: 320 Pages
ISBN-13: 9780345810380

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Product Details :

Genre: Business & Economics
Author: Byron Sharp
Publisher: OUP Australia & New Zealand
Release: 2013-01-17
File: 656 Pages
ISBN-13: 0195573552

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Product Details :

Genre: Business & Economics
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
Release: 2015-03-03
File: 240 Pages
ISBN-13: 9780749474379

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

How can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.

Product Details :

Genre: Business & Economics
Author: Wiemer Snijders
Publisher: Troubador Publishing Ltd
Release: 2018-09-27
File: 200 Pages
ISBN-13: 9781789012798

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success. From the Hardcover edition.

Product Details :

Genre: Business & Economics
Author: Jim Stengel
Publisher: Crown Business
Release: 2011-12-27
File: 336 Pages
ISBN-13: 9780307720375

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Stand out, attract customers and grow your company into a sticky brand. Sticky Branding provides practical, tactical ideas of how mid-market companies — companies with a marketing budget, but not a vast one — are challenging the status quo and growing sticky brands.

Product Details :

Genre: Business & Economics
Author: Jeremy Miller
Publisher: Dundurn
Release: 2015-01-10
File: 256 Pages
ISBN-13: 9781459728110

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>