The Marketing Ideas show was fortunate enough to sit down for a chat with Professor Byron Sharp, author of How Brands Grow.
Dr Byron Sharp is the professor of Marketing Sciences at the University of South Australia and the director of the Ehrenberg-Bass Institute for Marketing Science.
"How Brands Grow is based on decades of research that has progressively uncovered scientific laws about buying and brand 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. So it’s different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have 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."
(Source: How Brands Grow, ByronSharp.com)
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