Read This First

www.mediapost.com, January 2016

Back in 2010, two of the brightest CPG marketers I have ever worked with brought to my attention a new marketing book, How Brands Grow, by Byron Sharp, professor of marketing science at the University of South Australia.  Sharp's book took an evidence-based look at the question posed in the title and, more specifically, whether marketers should invest in driving penetration (acquiring new customers) or driving purchase frequency (loyalty). >> read more