How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands: How Brands Grow, cartea 2
Autor Jenni Romaniuk, Byron Sharpen Limba Engleză Hardback – 21 dec 2021
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.
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Specificații
ISBN-10: 0190330023
Pagini: 256
Dimensiuni: 162 x 235 x 18 mm
Greutate: 0.52 kg
Ediția:2
Editura: Oxford University Press
Colecția OUP Australia & New Zealand
Seria How Brands Grow
Locul publicării:Melbourne, Australia
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Notă biografică
Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the JournalsSenior Advisory Board.Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, University of South Australia. Byrons international bestseller How Brands Grow has sold over 120,000 copies and has been translated into more than a dozen languages. He has published over 100 academic papers and is on the editorial board of five journals. With Professor Jerry Wind, he hosted two conferences at the Wharton Business School on the laws of advertising, and co-edited two special issues of the Journalof Advertising Research.