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Can Brands Grow Through Loyalty? What Does the Research Say?

Summary

Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world’s largest center for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws:

  • What happens when brands stop advertising?
  • Predictable competition and why positioning matters less;
  • Duplication of Purchase Law and Double Jeopardy Law;
  • and more
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