Wilson, Alan (2011) How brands grow : what marketers don't know - Byron Shar[. [Review]Full text not available in this repository. (Request a copy from the Strathclyde author)
This book by Byron Sharp builds upon previous seminal marketing science/research work undertaken by Andrew Ehrenberg and Gerald Goodhart. It attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought, using empirical data collected over the years by the Ehrenberg-Bass Institute. Overall the reviewer feels that the book encourages the reader to take stock and reassess current marketing practices as well as the marketing research that is undertaken to support these practices.
|Keywords:||marketing, brands, Ehrenberg-Bass Institute, Marketing. Distribution of products, Medicine(all)|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Pure Administrator|
|Date Deposited:||27 Oct 2011 17:09|
|Last modified:||04 May 2016 19:52|