Buy new:
$33.94
FREE delivery Thursday, May 2 on orders shipped by Amazon over $35
Ships from: Amazon.com
Sold by: Amazon.com
List Price: $39.95 Details

The List Price is the suggested retail price of a new product as provided by a manufacturer, supplier, or seller. Except for books, Amazon will display a List Price if the product was purchased by customers on Amazon or offered by other retailers at or above the List Price in at least the past 90 days. List prices may not necessarily reflect the product's prevailing market price.
Learn more
Save: $6.01 (15%)
Get Fast, Free Shipping with Amazon Prime FREE Returns
FREE delivery Thursday, May 2 on orders shipped by Amazon over $35
Or fastest delivery Tuesday, April 30. Order within 22 hrs 27 mins
In Stock
$$33.94 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$33.94
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Ships from
Amazon.com
Ships from
Amazon.com
Sold by
Amazon.com
Sold by
Amazon.com
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Payment
Secure transaction
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Get Fast, Free Shipping with Amazon Prime
FREE delivery May 11 - 21 on orders shipped by Amazon over $35
Or fastest delivery May 10 - 17
Used: Very Good | Details
Sold by DRN COSMETIC, BOOK&MEDIA
Fulfilled by Amazon
Condition: Used: Very Good

Fulfillment by Amazon (FBA) is a service we offer sellers that lets them store their products in Amazon's fulfillment centers, and we directly pack, ship, and provide customer service for these products. Something we hope you'll especially enjoy: FBA items qualify for FREE Shipping and Amazon Prime.

If you're a seller, Fulfillment by Amazon can help you grow your business. Learn more about the program.

Access codes and supplements are not guaranteed with used items.
Amazon book clubs early access
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club? Learn more
Amazon book clubs early access

Join or create book clubs

Choose books together

Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Explore Amazon Book Clubs
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera - scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

Byron Sharp
Follow
Something went wrong. Please try your request again later.

How Brands Grow: What Marketers Don't Know 1st Edition

by Byron Sharp (Author)
4.5 4.5 out of 5 stars 890 ratings
See all formats and editions
{"desktop_buybox_group_1":[{"displayPrice":"$33.94","priceAmount":33.94,"currencySymbol":"$","integerValue":"33","decimalSeparator":".","fractionalValue":"94","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"jzbPWkAdUckiMMmwhXUe8rlaRpNf5R9FWxaQqsoHBa2sZ%2F3rgpg38JsE09ogLLFaSwZGaCV4H7WewaC1h0YTowqqqgV%2B5XEDvultsPuynysG%2FUnpJ%2FGVNs1QkF2AMJ4NckX9ZcI4VeQ%3D","locale":"en-US","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"$26.99","priceAmount":26.99,"currencySymbol":"$","integerValue":"26","decimalSeparator":".","fractionalValue":"99","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"jzbPWkAdUckiMMmwhXUe8rlaRpNf5R9FCTOGIQ34YkHUeuY7eB1%2F%2Fegl8DmMFocDPs7Dp%2B5jBFLeX4Pu2AMoN9TR%2BygTycNunH5D%2Ffq%2BzN4K8VuwCIdva8WEcHcM%2B9YpGKVFAQOBePcM%2ByMyosJ7ejgwVeS5u6fWNrsWSgzTr91Hzz3LHB0oAVgUYuznrPGH","locale":"en-US","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application.

The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
Previous page
  1. ISBN-10
    0195573560
  2. ISBN-13
    978-0195573565
  3. Edition
    1st
  4. Publisher
    Oxford University Press
  5. Publication date
    April 12, 2010
  6. Language
    English
  7. Dimensions
    9.2 x 0.9 x 6.3 inches
  8. Print length
    228 pages
  9. See all details
Next page
Books with Buzz
Books with Buzz
Discover the latest buzz-worthy books, from mysteries and romance to humor and nonfiction. Explore more

Frequently bought together

How Brands Grow: What Marketers Don't Know
$33.94
Get it as soon as Thursday, May 2
In Stock
Ships from and sold by Amazon.com.
+
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands
$29.49
Get it as soon as Thursday, May 2
In Stock
Ships from and sold by Amazon.com.
+
Building Distinctive Brand Assets
$30.17
Get it as soon as Thursday, May 2
In Stock
Ships from and sold by Amazon.com.
Total price:
To see our price, add these items to your cart.
Details
Added to Cart
Choose items to buy together.

Editorial Reviews

Review


"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."MarketingWeek


"Highly practical includes many groundbreaking ideas."CHOICE


"Marketers need to move beyond the psycho-babble and read this book or be left hopelessly behind."Joseph Tripodi, The Coca-Cola Company, Atlanta USA


"Until every marketer applies these learnings, there will be a competitive advantage for those who do."Mitch Barnes, The Nielsen Company


"A scientific journey that reveals and explains with great rigour the Laws of Growth."Bruce McColl, Mars Incorporated


"This book puts marketing's myth-makers, of which there are many, in their proper place."Thomas Bayne, MountainView Learning, London.


"A truly thought-provoking book."Timothy Keiningham, IPSOS Loyalty


"The evidence in this book should make any marketer think hard about how they manage their brands."Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK


"This book should be required reading on any marketing course."Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands


"There is competitive advantage here for those who understand and follow this book's lessons."Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.

Book Description

A textbook providing evidence-based answers to the key questions asked by marketers every day

Product details

  • Publisher ‏ : ‎ Oxford University Press; 1st edition (April 12, 2010)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 228 pages
  • ISBN-10 ‏ : ‎ 0195573560
  • ISBN-13 ‏ : ‎ 978-0195573565
  • Item Weight ‏ : ‎ 1.32 pounds
  • Dimensions ‏ : ‎ 9.2 x 0.9 x 6.3 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 890 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Byron Sharp

Byron Sharp

Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Professor of Marketing Science

Director of the Ehrenberg-Bass Institute, University of South Australia.

Byron was born in New Zealand and did his undergraduate marketing degree at Auckland University. He worked in Australia for several years before becoming marketing manager of the University of South Australia's consulting and technology transfer company. That's how he fell into academia completing a Masters by Research and then PhD in marketing.

He is the founding director of the Ehrenberg-Bass Institute, where a team of 50+ university marketing scientists work on discovering law-like patterns in buyer behaviour and brand performance. The Ehrenberg-Bass Institute is sponsored by the HQs of companies such as Boston Beer, CVS Health, Danone, Lindt, Linkedin, Mars, Red Bull, and Unilever.

Customer reviews

4.5 out of 5 stars
4.5 out of 5
890 global ratings

Top reviews from the United States

Robert P. Pagano
5.0 out of 5 stars Shock to the System
Reviewed in the United States on August 16, 2011
Verified Purchase
I've been a marketing and branding practitioner for 30+ years and I've read literally hundreds of the most 'notable' marketing texts from the leading academics in the business. This book was recommended by a highly respected researcher and if he hadn't mentioned it I probably would never have read the book.
Let me just say that we rarely get many marketers who are brave enough to take a contrarian's point of view on delicate marketing subjects. Byron Sharp takes on some of the real heavy hitters from HBS and other leading business schools and he does it with outstanding proprietary research and rich third party data. The book now has me wondering what other leading thought leaders I've been impressed by whose work is also suspect.
Other reviewers on these pages can give you specific examples of Sharp's notable findings. I can only give you my recommendation...buy and read this book!
10 people found this helpful
Helpful
 Report
Ashar
5.0 out of 5 stars A must read, whether you agree or disagree with it
Reviewed in the United States on June 18, 2017
Verified Purchase
I was skeptical of this book, and put off reading for sometime. My reason was that although acquisition and penetration seems to be at the core of the message, as big brands having a slight edge on retention than smaller ones (I saw some youtube's by professor Sharp), the book is not available in Kindle. Anybody writing a book and really wanting to acquire bunch of new audience probably shouldn't say no to a channel that controls 70-80% of the e-reader market. I tweeted to prof Sharp and he had his reasons, mostly centered around the formatting of the book being harder on Kindle, which might be the case ( Although I believe Amazon is way too advanced for not formatting charts and tables correctly, and I have self published my daughters poems, it was very easy).
Moving on beyond why I didn't read the book early on. I think this book is absolutely fantastic read. It is written in a matter of fact way, with data points for every argument it makes. It was recommended by Dr. Fader (Wharton School) , after I asked him a certain question, and I had to change my mind and actually read it. He was spot on. Lot of the findings in the book are very close to what I have seen in practical data. If you are in midst of digital advertising revolution and working on a relatively smaller brand this book will clear your head on some misconceptions or lets say popular notions of brand building and may give you new ideas on how to go about it. I rather not summarize the book in my review, but I think the book gives the reader different ideas on the few questions such as retention vs acquisition, understanding the relation ship of cross selling to customer base, how much to sweat on retention and defection, focusing and trying to acquire a certain customer segment relative to brand size.

In short, I would say whether you agree with the book or not, it is a must read.
21 people found this helpful
Helpful
 Report
Casey Han(Han's Marketing+)
4.0 out of 5 stars A new principle of marketing based on data analyses
Reviewed in the United States on December 28, 2023
Verified Purchase
This book shows a new paradigm and perspective on conventional principles of marketing which have been core marketing theory so far based on data analyses and insights.

I would like to adapt this innovative rationals to edit my publications in the future.
Helpful
 Report
Dekker Fraser
5.0 out of 5 stars Dispels widely held marketing myths
Reviewed in the United States on May 17, 2022
Verified Purchase
Uncensored truth that goes against the grain of marketing conventions. Excellent lessons. I'd love to hear more about what works with smaller/startup brands.
3 people found this helpful
Helpful
 Report
Herbert Sorensen
5.0 out of 5 stars Facts about customers, and how to use them . . .
Reviewed in the United States on April 26, 2010
Verified Purchase
Brand marketers often speak of "our customers" as if there is a group of people out there who have some sort of at least semi-permanent relationship with their brand. Attempts to identify these people (segmentation) and target them with marketing are misguided in the sense that there is an incredible amount of fluidity reflected in the composition of your share of the market. Byron Sharp speaks to issues like this with practical insights derived from decades of evidence compiled and analyzed by the Ehrenberg-Bass Institute for Marketing Science (and others.) As a scientist myself, I recognize this book as solid science in a world of "received wisdom." His willingness to make statements like, "It is surprising that these sorts of artificial [laboratory] studies are still being done," is refreshing.

One of hundreds of gems: "Finally, the decision to drop, phase out or sell brands should be based on viability, cost and operating issues and not on how similar the brand is to another of the company's brands. This is especially true if the brands are well established with substantial market-based assets."

I heartily agree with Joseph Tripodi, CMO of Coke, when he says, "read this book . . . or be left hopelessly behind."
7 people found this helpful
Helpful
 Report
Himmat
5.0 out of 5 stars Every competitive businessperson should read this, but I hope my competitors don't
Reviewed in the United States on February 21, 2021
Verified Purchase
Pro's:
- Actionable
- Convincingly answers the most important questions re: Brands, Marketing, and Brand Growth/Death

Con's:
- A little repetitive, but that's a small price to pay for actionable info.
3 people found this helpful
Helpful
 Report
Me from NY
4.0 out of 5 stars Rich With Information. Slow Read. Author Thinks Highly of Himself
Reviewed in the United States on September 27, 2011
Verified Purchase
AS someone who works in marketing for for a new brand, I found this book to be THE most effective read on how to build a brand and the challenges that a small brand faces. I would recommend the book to anyone interested in understanding the challenges that new brands face and how consumers behave. The book states concepts and demonstrates them very well with data. I only had two problems with the book:
1. It's a technical read. Rich with information but not highly entertaining. As such I read it at a rate of a page a night.
2. The author challenges many classic premises about marketing. While his objections are interesting and may be right, I would still pay attention to what practitioners have been saying for years and not just write it off.
4 people found this helpful
Helpful
 Report
william s.
3.0 out of 5 stars narrow minded
Reviewed in the United States on January 9, 2013
Verified Purchase
this book argues somewhat well againts the mainstream views, but is applicable mainly only in FMCG categories. furthermore, the author does not really give better tools than the current ones that he goes against. anyhow, what the book does is that it helps you to deepen your marketing thinking, get an overview of the procterian marketing approach and helps you to make sensible judgements.
7 people found this helpful
Helpful
 Report

Top reviews from other countries

Translate all reviews to English
Cliente de Amazon
5.0 out of 5 stars Excelente libro
Reviewed in Mexico on December 18, 2023
Verified Purchase
Una manera moderna de entender el mercado
Customer image
Cliente de Amazon
5.0 out of 5 stars Excelente libro
Reviewed in Mexico on December 18, 2023
Una manera moderna de entender el mercado
Images in this review
Customer image
Customer image
Report
OLOLADE JESUFEMI
5.0 out of 5 stars Excellent
Reviewed in Canada on April 23, 2023
Verified Purchase
Just as I wanted it
Report
Israel Morais
5.0 out of 5 stars Científico e preciso
Reviewed in Brazil on November 3, 2022
Verified Purchase
Finalmente um livro sobre marketing com embasamento científico.
Vale muito a pena ler, para deixar de lado algumas falácias que são ensinadas em faculdades e universidades com base em gurus sem embasamento preciso.
Recomendo ler e dar de presente para pessoas do seu time.
Report
Yannis V.
5.0 out of 5 stars Amazing
Reviewed in Germany on December 6, 2023
Verified Purchase
One of the best books for marketers!
Report
Arielsurf
5.0 out of 5 stars Apre la prospettiva !
Reviewed in Italy on September 1, 2021
Verified Purchase
Interessantissimo libro che offre molti spunti di riflessione
Report