Oxford University Press How Brands Grow 2 Revised Edition

This book will change the way you think about marketing forever. Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.