Abstract
| Language | English |
|---|---|
| Pages | 881-882 |
| Number of pages | 2 |
| Journal | International Journal of Market Research |
| Volume | 58 |
| Issue number | 6 |
| Publication status | Published - 30 Nov 2016 |
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Keywords
- branding
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Book review: How brands grow : part two, by Jenni Romaniuk and Byron Sharp. / Wilson, Alan.
In: International Journal of Market Research , Vol. 58, No. 6, 30.11.2016, p. 881-882.Research output: Contribution to journal › Book/Film/Article review
TY - JOUR
T1 - Book review: How brands grow
T2 - International Journal of Market Research
AU - Wilson, Alan
N1 - The definitive version of this paper is available at www.mrs.org.uk/ijmr.
PY - 2016/11/30
Y1 - 2016/11/30
N2 - This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.
AB - This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.
KW - branding
UR - https://www.mrs.org.uk/ijmr
UR - https://www.mrs.org.uk/ijmr_article/article/109606
M3 - Book/Film/Article review
VL - 58
SP - 881
EP - 882
JO - International Journal of Market Research
JF - International Journal of Market Research
SN - 1470-7853
IS - 6
ER -