How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands Hardcover – 19 Nov. 2015

An excellent addition to our knowledge of brandsIt restates aspects of the earlier How Brands Grow by Byron Sharp (2010, OUP) and extends the thinking in that text to word of mouth, online, new buyers and luxury brands.Companies get bigger by acquiring more customers. The problem for marketers is to advise on the process of customer acquisition and this is what the book does so well. The products of a company have to be available both physically and mentally for new customers to be gathered and Jenni Romaniuk does an excellent job in explaining the less familiar aspects of mental availability and linking them to promotion while others explain aspects of physical availability. Generally, the exposition is startlingly fresh and leaves behind some of the rather stale orthodoxies found in many marketing textbooks. Partly, the work can be original because it is not a textbook. It is designed for the open-minded practitioner who wants to understand marketing better. It does not support every claim made with evidence but there is a substantial amount of new data that the Institute has gathered. Despite (or because of) its practitioner focus, this book is a necessary addition to any MBA course and it will add interest to specialist courses in marketing. This is a book that will be used in those marketing departments that can embrace change and also by academics to develop their courses.

If you want to understand why penetration growth really matters, this is the book that you need (together with Part One)

Helps me sound like I know what I'm talking about, for that reason alone it's worth six stars at least...

I didn't feel I learned as much as after reading How Brands Grow: Part 1. It felt like more of the same, but it's still an excellent book.

Brilliant book, will make you think differently. A must read if you are serious about improving your bottom line.

kind of the same exact content of volume 1.

Great

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