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First Four Chapters of Byron Sharp’s How Brands Grow

Please read the first four chapters of the text book, and blog about 

the following areas:

  1. Based on your reading of all the four chapters, how do you respond to Prof. Sharp’s assertion that “Many of the ‘facts’ marketing people believe, particularly about brand buying, are incorrect. Furthermore, many marketers lack the deep knowledge necessary to ask the questions that will lead to new valuable insights” (Page #9)? Do you agree? Disagree? Why? Are you intrigued? Why?
  2. Do you see a link between Prof. Sharp’s question “Which Customers Matter Most?” (title of Chapter #4) … and the Source of Business we discussed in the Incite model? Please explain your response.

For both the above questions, I am looking for your point of view, not a dump or paraphrasing of what you’ve read.

How Brands Grow

by Byron Sharp
e-Book Edition

Originally published in hardback by Oxford University Press
OXFORD is a trademark of Oxford University Press in the UK and in certain
other countries

Copyright © Byron Sharp 2010
First published 2010, reprinted 2010, 2011, 2012
Revised e-book version 2014

National Library of Australia Cataloguing-in-Publication entry Sharp, Byron.
How brands grow: what marketers don’t know / Byron Sharp.

Includes bibliography.
ISBN 978 0 19 557356 5 (pbk)

1. Marketing. 2. Advertising. 3. Branding (Marketing). 4.Consumer Behavior.
5. Market Research.
658.83

Reviews of How Brands Grow

“Highly practical…includes many groundbreaking ideas.”

CHOICE

“More than anything else, I’m just plain envious. It’s a book I wish I had the
intelligence to write….
Reading Sharp’s critique of the cult of differentiation made me smile. And I
laughed out loud at his characterisation of supposedly committed consumers
as uncaring cognitive misers.”

Marketing Week (UK)

“Marketers need to move beyond the psycho-babble and read this book… or
be left hopelessly behind.”

Joseph Tripodi, Chief Marketing & Commercial Officer
The Coca-Cola Company, Atlanta USA

“Until every marketer applies these learnings, there will be a competitive
advantage for those who do.”

Mitch Barns, CEO
The Nielsen Company

“A scientific journey that reveals and explains with great rigour the Laws of
Growth.”

Bruce McColl, Chief Marketing Officer
Mars Inc.

“This book puts marketing’s myth-makers, of which there are many, in their
proper place.”

Thomas Bayne, CEO
MountainView Learning, London.

Author
Byron Sharp
Dr Byron Sharp is Professor of Marketing Science, and the Director of the
Ehrenberg-Bass Institute, at the University of South Australia. The
Ehrenberg-Bass Institute’s research is used and financially supported by many
of the world’s leading corporations, including Coca-Cola, Colgate-Palmolive,
First National Bank, General Motors, Procter & Gamble, Turner
Broadcasting, ESPN, and Unilever.

Byron has published over 100 academic papers and is on the editorial board
of five journals. He recently co-hosted with Professor Jerry Wind two
conferences at the Wharton Business School on the laws of advertising, and
co-edited the 2009 and 2013 special issues of the Journal of Advertising
Research on scientific laws of advertising.

His university textbook “Marketing: theory, evidence, practice” (Oxford
University Press) was released in 2013.

www.ByronSharp.com

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