Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. His research, backed by leading global corporations, delves into the scientific principles governing marketing effectiveness. Sharp has authored over 100 academic papers, and his expertise shapes marketing strategies across diverse industries. His work offers profound insights into consumer behavior and the impact of marketing campaigns.
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.