In How Brands Grow, Byron Sharp tackles conventional marketing wisdom, disproving many of the conventional marketing myths with scientific facts and establishing some scientifically proven principles marketers should use.
Anyone interested in how science can affect marketing practice
Anyone who wants to know how advertising works
Who wrote the book?
Byron Sharp is a professor of marketing science at the University of South Australia. He has written over a hundred articles on research in marketing and focuses mainly on establishing empirical laws that can be used in marketing practice.