Correspondent Byron Sharp, Professor at the Ehrenberg-Bass Institute, University of South Australia, has a new book: How Brands Grow: What Marketers Don't Know. Here is the book's web site. I have mentioned the Ehrenberg-Bass Institute's work in this blog a number of times. I have not read the book yet, but will when I get a copy and report back here, here is one testimonial:
"all marketers need to read this book...or be left hopelessly behind"
- Joseph Tripodi, Chief Marketing and Commercial Officer, Coca-Cola Company.
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1 comment:
This book shows that marketing is going away from assumed knowledge. With simple wording and pleasant explanations Sharp presents challenging concepts about marketing subjects. The book reveals a face of marketing where the application of statistics, operations research and econometrics can show another reality to managers and producers.
Alejandra Pinero de Plaza
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