Chapter 9: The Science of Brand Growth — That's What I Call Marketing

What Marketing Actually Is

Understanding Customers

Segmentation, Targeting, Positioning

Product, Creating Value

Price, The Most Powerful Marketing Tool

Place, Getting to Market

Promotion, Communication That Builds and Activates

What Brand Equity Is

The Science of Brand Growth

Creative Effectiveness

Media Planning and Channel Strategy

Measuring Marketing Effectiveness

B2B Marketing

Sponsorship and Partnerships

Global Brands and Cultural Marketing

AI and the Future of Marketing

Building a Commercial Marketing Function

Marketing Leadership: Thinking Like a Leader