The Ehrenberg Bass Institute has quantitative marketing/advertising/brand results going back to the 50s. If you're interested in the math, I recommend checking out How Brands Grow by EBI director, Byron Sharp. [1] http://www.marketingscience.info [2] http://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195...
…will focus on one small piece (like positioning, or value propositions) but without understanding how these pieces sit into the wider whole it's hard to put them to really effective use. Byron Sharp's How Brands Grow is also a great book from one of the world's leading marketing professors, and aims to lay out some iron laws about buying behaviour. Byron is quite a spiky and contrarian personality, which makes the…
Byron Sharp 写的《How Brands Grow》是我读过的关于宏观层面营销机制最让人信服的概述。尽管《Thinking Fast and Slow》（思考，快与慢）自身有缺陷，但它依然是一本很好的配套读物，因为它解释了……
How Brands Grow by Byron Sharp is the most compelling overview I have come across about how marketing works at the aggregate level. Despite its flaws, Thinking Fast and Slow is a good companion piece inasmuch as it sheds…
…aesthetics and that’s hurting effectiveness. https://whyisthisinteresting.substack.com/p/why-is-this-inte... A few books if you want more on commercials and mass advertising: - https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/151... - https://www.amazon.com/Anatomy-Humbug-Think-Differently-Adve... - https://www.amazon.com/Seducing-Subconscious-Psychology-Emot...
Ehrenberg-Bass 研究所拥有可以追溯到 50 年代的量化营销/广告/品牌研究成果。如果你对其中的数学模型感兴趣，我建议看看 EBI 所长 Byron Sharp 写的《How Brands Grow》。[1] http://www.marketingscience.info [2] http://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195...
The Ehrenberg Bass Institute has quantitative marketing/advertising/brand results going back to the 50s. If you're interested in the math, I recommend checking out How Brands Grow by EBI director, Byron Sharp. [1] http://www.marketingscience.info [2] http://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195...
一定要读读 Byron Sharp 写的《How Brands Grow》，对于品牌和营销来说，这是一本带有些许反叛、至少观点极其鲜明的读物。
Do read How Brands Grow by Byron Sharp as a somewhat dissenting, at least opiniated read on branding and marketing.
……往往只盯着其中一小块（比如定位，或是价值主张），但如果不理解这些碎片如何拼进全局，就很难真正用出效果。Byron Sharp 的《How Brands Grow》也是一本神作，作者是全球顶尖的营销学教授之一，旨在阐述购买行为背后的一些铁律。Byron 本人性格相当犀利、反骨，这也使得……
…will focus on one small piece (like positioning, or value propositions) but without understanding how these pieces sit into the wider whole it's hard to put them to really effective use. Byron Sharp's How Brands Grow is also a great book from one of the world's leading marketing professors, and aims to lay out some iron laws about buying behaviour. Byron is quite a spiky and contrarian personality, which makes the…
Byron Sharp 写的《How Brands Grow》是我读过的关于宏观层面营销机制最让人信服的概述。尽管《Thinking Fast and Slow》（思考，快与慢）自身有缺陷，但它依然是一本很好的配套读物，因为它解释了……
How Brands Grow by Byron Sharp is the most compelling overview I have come across about how marketing works at the aggregate level. Despite its flaws, Thinking Fast and Slow is a good companion piece inasmuch as it sheds…
Clayton Christensen 的《Competing Against Luck》（繁体译作《竞争反思录》/《创新者的任务》），以及 Byron Sharp 的《How Brands Grow》。
Competing against luck by Clayton Christensen, how brands grow by Byron Sharp
……审美，这反而有损实际效果。https://whyisthisinteresting.substack.com/p/why-is-this-inte... 如果你想进一步了解商业广告和大宗广告，推荐几本书：- https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/151... - https://www.amazon.com/Anatomy-Humbug-Think-Differently-Adve... - https://www.amazon.com/Seducing-Subconscious-Psychology-Emot...
…aesthetics and that’s hurting effectiveness. https://whyisthisinteresting.substack.com/p/why-is-this-inte... A few books if you want more on commercials and mass advertising: - https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/151... - https://www.amazon.com/Anatomy-Humbug-Think-Differently-Adve... - https://www.amazon.com/Seducing-Subconscious-Psychology-Emot...