OXFORD UNIVERSITY PRESS How Brands Grow: What Marketers Don't Know

The book - How Brands Grow, raises a lot of questions. It shakes up our traditional understanding of marketing especially Kotler's theories. Book bust a lot of myths. The author gives enough empirical data to support his claims. I connected with the few concepts like why loyalty program does not work, why price promotion is for retailers and what is the ultimate purpose of advertisement. I could not digest the notion that STP does not work, but got convinced the way he explained. Finally, he sums up by saying that it's only the mental and physical availability that make the brand easier to buy for more people, in more situations and the brand grows. No matter you subscribe to his thoughts or not, reading the book will force you to think about marketing in a slightly different way. It will create a new memory structure for marketing. A must-read for any marketers.

Good book for people in marketing or brand managers

Probably among the top 10 best marketing books ever red, along with Consumer connection, Cultural branding, etc. Altough some short-cuts are taken, and some chapters repeat themselves, it is an amazing though-provoking book for anyone who has gone through the dogma books of Kotler & like.

A must read book for any business leader

Just loved how this book made me rethink a lot of the things that were taught to me at school. It is nice to have a more scientific side of marketing/advertising because the world today is asking for it. A nice and interesting read, easy to follow and great for discussions with other professionals and clients.