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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Marketing practice must use evidence from marketing science, not depend on old traditional beliefs.
Chapter 3: To expand your customer base, focus your efforts on acquiring new customers, not preventing current customers from leaving.
Chapter 4: Less than half of a company’s sales come from infrequent users.
Chapter 5: Attitudinal commitment to brands is weaker than marketing mythology would have you actually believe.
Chapter 6: Marketing should concentrate on making brands noticeable rather than trying to differentiate them.
Chapter 7: Advertising works through its impact on memory and should mainly target mostly light buyers.
Chapter 8: Marketers should exercise caution when using price promotions as a strategy.
Chapter 9: Brands boost their sales when more people find them easier to purchase.
Description
In How Brands Grow, Byron Sharp tackles conventional marketing wisdom, disproving many of the conventional marketing myths with scientific facts and establishing some scientifically proven principles marketers should use.
Who Should Listen
- Anyone working in marketing
- Anyone interested in how science can affect marketing practice
- Anyone who wants to know how advertising works