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] (https://www.mrs.org.uk/ijmr_article/article/109606)

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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.

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• Item metadata

  Item type:	Review
  ID code:	59035
  Dates:	Date Event 30 November 2016 Published 8 November 2016 Accepted
  Notes:	The definitive version of this paper is available at www.mrs.org.uk/ijmr.
  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:	11 Apr 2024 01:14
  Related URLs:	Journal or Publication
  URI:	https://strathprints.strath.ac.uk/id/eprint/59035