Jenni Romaniuk is an Australian professor from the Ehrenberg Bass Institute at the University of South Australia. She is also co-author of How Brands Grow part 2 with Byron Sharp. The institute is a firm believer in marketing science. It helps to understand their thinking as the book is firmly in that mould.
By Duncan Brett Photo by fauxels: https://www.pexels.com/photo/colleagues-looking-at-survey-sheet-3183153/ The NPS has become extremely popular in recent times, probably largely because of its seductive promise of a simple measure which will unlock lots of extra profit. In the second edition of the book, the authors argue that you need to look past the headline score and build …
Book Review: The Ultimate Question 2.0 by Fred Reichheld with Rob Markey. Read More »
