Table of Contents

1. Evidence-based Marketing2. How Brands Grow3. How to Grow Your Customer Base4. Which Customers Matter Most?5. Our Buyers Are Different6. Who Do You Really Compete With?7. Passionate Consumer Commitment8. Differentiation versus Distinctiveness9. How advertising Really Works10. What Price Promotions Really Do11. Why Loyalty Programs Don't Work12. Mental and Physical Availability13. A Final Word

Promotional Information

AdAges Most-Recommended Marketing Book of the Summer 2013

About the Author

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.

Reviews

"When I first met Byron Sharp he told me that the concept of marketing I had been applying for 20 years was the business parallel to medieval blood letting ... and Professor Sharp has the empirical evidence to prove it!' (Bruce McColl, Global Chief Marketing Officer, Mars Inc.) "Compelling insight ... A truly thought-provoking book"(Timothy Keiningham, Global Chief Strategy Officer and Executive Vice President, IPSOS Loyalty; co-author of The Loyalty Cure) "Until every marketer applies these learnings, there will be a competitive advantage for those who do.' (Mitch Barnes, President (Greater China) of The Nielsen Company)