Byron Sharp
Encyclopedia
Byron Sharp is a Professor of Marketing
Science at the University of South Australia
.
s. In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty The research found a tendency across the product categories studied for loyalty programs to produce a small amount of excess loyalty. This weak effect was later replicated.
In 2009 he co-edited a special issue of the Journal of Advertising Research with Professor Jerry Wind on empirical laws in advertising.
In 2010 he published the book "How Brands Grow", Oxford University Press
. ISBN 9780195573565
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
Science at the University of South Australia
University of South Australia
The University of South Australia is a public university in the Australian state of South Australia. It was formed in 1991 with the merger of the South Australian Institute of Technology and Colleges of Advanced Education. It is the largest university in South Australia, with more than 36,000...
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Key Works
His most cited (Google scholar) work is on loyalty programLoyalty program
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially beneficial to the firm....
s. In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty The research found a tendency across the product categories studied for loyalty programs to produce a small amount of excess loyalty. This weak effect was later replicated.
In 2009 he co-edited a special issue of the Journal of Advertising Research with Professor Jerry Wind on empirical laws in advertising.
In 2010 he published the book "How Brands Grow", Oxford University Press
Oxford University Press
Oxford University Press is the largest university press in the world. It is a department of the University of Oxford and is governed by a group of 15 academics appointed by the Vice-Chancellor known as the Delegates of the Press. They are headed by the Secretary to the Delegates, who serves as...
. ISBN 9780195573565