It is a myth-busting book, in the tradition of classic scientific discoveries. Unlike most business books it's based on extensive data, on real world buying. "How brands grow" is based on decades of research that has progressibely uncovered scientific laws about buying and marketing performance. This book is the first to present these laws in context, and explore their meaning and marketing applications. It is a myth-busting book, in the tradition of classic scientific discoveries. Unlike most business books it's based on extensive data, on real world buying. The Nielsen Company and TNS, in particular, provided access to vast amounts of data covering hundreds of product categories and a number of countries. The laws presented in this book are therefore not the result of armchair theorising, nor one-off case studies.
Author
Byron Sharp
Publisher
Oxford University Press
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