Consumer brands and repeat purchase
Cheap, frequent, low-involvement purchases; the empirical marketing literature here is unusually good.
14 books · 3 people behind it
Start here
- Positioning: The Battle for Your MindAl Ries, Jack Trout, 1981
- How Brands GrowByron Sharp, 2010
- The Long and the Short of ItLes Binet, Peter Field, 2013
The people behind it 3
Each person holds a book in this entry or names it in their own tags.
Founders 1
Strategists 1
Journalists 1
Books 14
Al Ries, Jack Trout · 1981 · The original argument that the category slot is the asset.
Byron Sharp · 2010 · Evidence-based marketing: penetration, mental availability, light buyers.
David A. Aaker · 1996 · Brand equity as an asset with a measurable return.
Frederick F. Reichheld, Thomas Teal · 1996 · Retention economics: why loyal customers and employees drive returns
Yvon Chouinard · 2005 · Patagonia's founder on running a business against conventional growth logic
Danny Meyer · 2006 · Restaurateur on hospitality as an operating system for service businesses
Chip Heath, Dan Heath · 2007 · Why some ideas are remembered and repeated; six sticky attributes
Charles Duhigg · 2012 · Habit loops in people and companies; why routines drive repeat purchase
Les Binet, Peter Field · 2013 · IPA data on the split between brand-building and activation spend.
Jenni Romaniuk, Byron Sharp · 2015 · Extends the empirical laws to new categories and channels.
Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan · 2016 · Jobs to be done as the unit of demand a brand is hired for.
Adam Morgan · 1999 · Challenger-brand economics against a dominant incumbent.
Guy Kawasaki · 1995 · Kawasaki on competing through service, speed and irritating incumbents
Mark Jeffery · 2010 · Fifteen marketing metrics and how to hold advertising spending accountable