ESCP Europe

"Following the success of international bestseller How Brands Grow: What Marketers Dont Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'."

1. How Brands Grow (updated, with B2B content removed) 2. Target the (Whole) Market (updated, with B2B content removed) 3. Where New Customers Come From (updated, with B2B content removed) 4. Building Mental Availability (updated) 5. Leveraging Distinctive Assets (updated) 6. Achieving Reach (updated) 7. Word-of-mouth Facts Worth Talking About (updated) 8. Building Physical Availability Part 1 (updated introduction and new focus on presence) 9. Building Physical Availability Part 2 (updated with new focus on prominence and portfolio) 10. New Brands and Acquiring New Buyers (updated) 11. Getting Down to Business-to-Business Markets (new chapter) 12. And Finally, a Bit of Luxury (updated).