Summary of How Brands Grow

What Marketers Don't Know

Oxford UP, more...

Buy the book

How Brands Grow book summary
Learn predictable consumer purchasing patterns and build your brand.

Rating

7 Overall

6 Applicability

9 Innovation

6 Style

Recommendation

Companies waste time and money on ineffective marketing strategies. Marketing research professor Byron Sharp suggests that, instead, they should act according to research that shows definite patterns or “laws” in how buyers buy and brands grow. He defies conventional marketing theories as he explains why sellers should use mass marketing to reach light buyers, and why loyalty programs and price promotions don’t work. According to Sharp, marketing managers erroneously focus on serving existing customers rather than on acquiring new ones. However, Sharp doesn’t mention Groupon, Living Social and similar sites that redefine mass marketing every day. And, except for the occasional quirky quote, the prose – while informative and applicable – is dense and dry. getAbstract recommends his insights to marketing students, professors and researchers; to those seeking to understand consumer behavior; and to data-oriented ad buyers or analysts.

In this summary, you will learn

  • How to interpret predictable patterns of consumer behavior
  • How to increase your customer base
  • Why the same customers buy competing brands
  • How advertising and price promotions affect customers
 

Summary

Determining Brand Growth
Most corporate marketers do not understand how buyers buy and how marketing works; this information gap makes for inefficient and costly marketing. Research shows definite patterns in how consumers make purchasing decisions and how brands grow. How well a brand...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

About the Author

Byron Sharp is a professor and director at the University of South Australia’s Ehrenberg-Bass Institute, which specializes in marketing research.


Comment on this summary

More on this topic

Contained in Knowledge Pack:

  • Knowledge Pack
    Consumer Behavior
    If you could see into your customers' thoughts, how much more could you sell? Learn how you can motivate today's shoppers.

Customers who read this summary also read

More by category