Category: Marketing
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Meaningful Marketing Metrics
By Professor Byron Sharp, Director of the Ehrenberg-Bass Institute and author of Marketing: Theory, Evidence, Practice (second edition) Technology and globalisation mean that many organisations are losing their location-based monopoly power and are having to become more customer-oriented. Consequently demand for marketing skills is rising. Today we see banks, universities, even charities and hospitals with large…
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Is word-of-mouth more powerful in China?
The sheer size and increasing wealth of the Chinese population makes China an attractive target market. There is no doubt that Chinese culture and history differs from the western world, but how do these differences translate into differences in Chinese buyer behaviour? And are there differences that should affect a brand’s growth strategy? This is…
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How Brands Grow Part 2
Following the success of international bestseller How Brands Grow: What Marketers Don’t Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. This book is about the fundamentals of buying behaviours and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This book will…
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Consumer Behaviour in Action: The story behind the cover
Consumer Behaviour in Action, published in January 2015, was nominated for Best Designed Educational Tertiary Book at the 63rd Australian Book Design Awards, and we are proud to announce the book won its category. Now Regine Abos, the designer, talks us through the cover and internal design process of Consumer Behaviour in Action: What was the brief you…