书名：How Brands Grow 2 Revised Edition 品牌如何发展2 新版
作者：Professor Jenni Romaniuk
出版社名称：Oxford University Press
出版时间：2022
语种：英语
ISBN：9780190330026
包装：精装

Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.

How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance DS fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.

Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your

brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.

继畅销书《品牌如何成长1:营销人员不知道的事》之后，《品牌如何成长2: 新兴市场、服务、耐用品、新品牌和奢侈品牌》将带读者进入更智能的营销世界。本书勾画了关于购买行为和品牌表现的基础，这些基础为品牌增长提供一致的路线图， 以此提高营销效率。作者结合案例研究，提出一系列可行性战略-如何建立心理可用性，衡量你的品牌的独特资产的强度，以及制定一个框架来巩固你的品牌，吸弓|新品牌买家所需的广告类型等。

Professor Jenni Romaniuk is Associate Director (International) of the Ehrenberg-Bass Institute, University of South Australia. Jenni is author is Building Distinctive Brand Assets and developers of the Distinctive Assets Grid. She is a pioneer in mental availability measurements and metrics, as well as identification and use of category entry points. Jenni is a past executive editor of the Journal of Advertising Research, and now sits on the Journals Senior Advisory Board.