This book will change the way you think about marketing forever.Following the success of international bestseller How Brands Grow: What Marketers Don't Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.The eBook offers a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support: Find the eBook on VitalSource.This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely onMelding logic and science with compelling insight, this book lays out important principles that every manager should know and apply.Employs an exciting evidence based approach to marketingProvides insight for all business professionals about how to market their brands effectivelyIncludes practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.