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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.
Byron Sharp How 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.
After a €57m loss in 2010, the Eurotunnel Le Shuttle car service overhauled its marketing strategy to grow bookings and increase profits Do we think we know better? Creative mp3 audio pack download gratis. Or is it maybe because no matter how often Sharp says his laws are based on hard evidence and apply across different countries, time periods and market conditions, practitioners know that brands can also grow by breaking the rules. Sharp’s rules for brand growth (or rather, those created using the seminal research by Andrew Ehrenberg and Gerald Goodhardt, and brought to market by Sharp) are: 1. Continuously reach all buyers of the category (communication plus distribution) – don’t ever be silent 2.