How Brands Grow

“When I first met Byron Sharp he told me that the concept of marketing I had been applying for 20 years was the business parallel to medieval blood letting … and Professor Sharp has the empirical evidence to prove it!’ (Bruce McColl, Global Chief Marketing Officer, Mars Inc.) “Compelling insight … A truly thought-provoking book”(Timothy Keiningham, Global Chief Strategy Officer and Executive Vice President, IPSOS Loyalty; co-author of The Loyalty Cure) “Until every marketer applies these learnings, there will be a competitive advantage for those who do.’ (Mitch Barnes, President (Greater China) of The Nielsen Company)

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute’s fundamental research is used and financially supported by many of the world’s leading corporations including Coca-Cola, Kraft, Kellogg’s, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.