![]() Retention doubly jeopardy: “all brands lose some buyers this loss is proportionate to their market share (i.e.Double jeopardy law: “brands with less market share have far fewer buyers, and these buyers are slightly less loyal (in their buying and attitudes)”.Book Summary & NotesĪll text that is quoted & italicized is taken directly from the book. This book, on the other hand, shows that there is a clear science behind marketing and that there are “marketing laws” that should be followed if you want to grow your brand, do proper advertising, and focus on those activities that actually make marketing add value to the brand.įor more details and reviews go to Amazon. Much of older marketing books that focus on differentiation and building loyalty were not based on scientific study – it was purely marketing theory. Is marketing a science or an art? The answer probably depends on whom you ask (and their specific role in marketing) but How Brands Grow provides clear arguments that marketing is an evidence-based science. ![]()
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