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This book provides evidence-based answers to the important thing questions asked by marketers each day. Tackling issues such as how brands grow, how advertising in point of fact works, what price promotions in point of fact do and how loyalty programs in point of fact have an effect on loyalty, How Brands Grow presents decades of research in a style that may be written for marketing professionals to grow their brands. It’s the first book to present these laws in context and to explore their meaning and application.

Probably the most distinctive element to this book is that the laws presented are tried and tested; they’ve been found to hold over varied conditions, time and countries. That is contrary to most marketing texts and indeed, much information provides evidence that much up to date marketing theory is far from soundly based.

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