― Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK This book should be required reading on any marketing course. ― Timothy Keiningham, IPSOS Loyalty The evidence in this book should make any marketer think hard about how they manage their brands. ― Thomas Bayne, MountainView Learning A truly thought-provoking book. ― Bruce McColl Mars Incorporated This book puts marketing's myth-makers, of which there are many, in their proper place. A scientific journey that reveals and explains with great rigour the Laws of Growth. ― Joseph Tripodi, The Coca-Cola Company Until every marketer applies these learnings, there will be a competitive advantage for those who do. marketers need to move beyond the psycho-babble and read this book. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". Reading Sharp's critique of the cult of differentiation made me smile. It's a book I wish I had the intelligence to write. ― Philip Sugai, Professor of Marketing, Doshisha University More than anything else, however, I'm just plain envious. Highly recommended for any class on Brand Marketing or Brand Management. An excellent, and detailed discussion of the true factors of Brand growth.
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