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Read This First
In early January of each year, we all see a lot of tips on how to market better in the year ahead. I implore you to read Sharp's book before acting on any marketing tips this year. Because if you don't begin with a clear understanding of what will grow your brand — and what won't — you're likely to waste time and money on a lot of less critical tactical shifts.
News
10 years ago
Back in 2010, two of the brightest CPG marketers I have ever worked with brought to my attention a new marketing book, How Brands Grow, by Byron Sharp, professor of marketing science at the University of South Australia. Sharp's book took an evidence-based look at the question posed in the title and, more specifically, whether marketers should invest in driving penetration (acquiring new customers) or driving purchase frequency (loyalty).
Read the full article at MediaPost.
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MediaPost