OXFORD UNIVERSITY PRESS How Brands Grow: What Marketers Don't Know

Una manera moderna de entender el mercado

Just as I wanted it

One of the best books for marketers!

Interessantissimo libro che offre molti spunti di riflessione

The book - How Brands Grow, raises a lot of questions. It shakes up our traditional understanding of marketing especially Kotler's theories. Book bust a lot of myths. The author gives enough empirical data to support his claims. I connected with the few concepts like why loyalty program does not work, why price promotion is for retailers and what is the ultimate purpose of advertisement.I could not digest the notion that STP does not work, but got convinced the way he explained. Finally, he sums up by saying that it's only the mental and physical availability that make the brand easier to buy for more people, in more situations and the brand grows.No matter you subscribe to his thoughts or not, reading the book will force you to think about marketing in a slightly different way. It will create a new memory structure for marketing. A must-read for any marketers.