Evidence-Based Marketing: A Synthesis of How Brands Grow Part 2 How Brands Grow Part 2
The book centers on two critical concepts that determine whether a brand grows or stagnates: how brands grow part 2 epub
This validates the "wastage" model of mass media. Targeting only existing heavy users feels efficient, but it caps growth. Reaching light buyers—and even non-buyers—builds the broad Mental Availability necessary for the brand to pop into mind across a variety of buying situations. Evidence-Based Marketing: A Synthesis of How Brands Grow