1. Evidence-based marketing -- 2. How brands grow -- 3. How to grow your customer base -- 4. Which customers matter most? -- 5. Our buyers are different -- 6. Who do you really compete with? -- 7. Passionate consumer commitment -- 8. Differentiation versus distinctiveness -- 9. How advertising really works -- 10. What price promotions really do -- 11. Why loyalty programs don't work -- 12. Mental and physical availability -- 13. A final word
Summary
Brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on. Provides insight for all business professionals to market their brands effectively. Author from University of South Australia
