How Brands Grow: What Marketers Don’t Know
11 point font, SINGLE-SPACED
reference: Sharp, Byron (2010). How Brands Grow: What Marketers Don’t Know. South Melbourne, Australia: Oxford
University Press.
Assignment:
First, understand what Sharp means when he says the following:
“Marketing textbooks tell us that brands have been differentiated and targeted to specific segments. Therefore we expect them to sell to different sorts of customers… in reality, [the brands in a portfolio] appeal to different buyers, but not to different types of buyers…” (pp. 72-73).
Explain Sharp’s general argument in chapters 5 and 6 to demonstrate that you understand it well
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