Book review: How brands grow : part two, by Jenni Romaniuk and Byron Sharp

Wilson, Alan (2016) Book review: How brands grow : part two, by Jenni Romaniuk and Byron Sharp. [Review]

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    Abstract

    This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.

    Creators(s): Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876;
    Item type:Review
    ID code:59035
    Notes:The definitive version of this paper is available at www.mrs.org.uk/ijmr.
    Keywords:branding, Marketing. Distribution of products, Marketing
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:09 Dec 2016 11:20
    Last modified:02 Feb 2021 09:41
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/59035
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