How Brands Grow

Diana Zou

于 2019-01-17 12:25:13 发布

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分类专栏： marketing 文章标签： How brands grow

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本书基于数十年的研究，揭示了购买行为和市场表现背后的科学规律。不同于传统商业书籍，它依赖于大量实际购买数据，覆盖多种产品类别及多个国家。本书破除营销迷思，呈现基于事实的营销定律。

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“How Brands Grow” is based on decades of research that has progressively uncovered scientific laws about buying and marketing performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.

It is a myth-busting book, in the tradition of classic scientific discoveries. Unlike most business books it’s based on extensive data, on real world buying. The Nielsen Company and TNS, in particular, provided access to vast amounts of data covering hundreds of product categories and a number of countries.

The laws presented in this book are therefore not the result of armchair theorising, nor one-off case studies.