This book provides evidence-based answers to the key questions asked by marketers
every day. Tackling issues such as how brands grow, how advertising really works, what
price promotions really do and how loyalty programs really affect loyalty, How Brands
Grow presents decades of research in a style that is written for marketing professionals to
grow their brands. It is the first book to present these laws in context and to explore their
meaning and application. The most distinctive element to this book is that the laws
presented are tried and tested; they have been found to hold over varied conditions, time
and countries. This is contra to most marketing texts and indeed, much information
provides evidence that much modern marketing theory is far from soundly based.