Full Description
This book explains how firms with low brand equity can market and distribute their goods effectively for financial success. The author, a fifty-year expert in the field, provides a model of marketing strategy that includes 21 marketing and channel principles that drive success for low brand equity firms. In addition, the book features a discussion on the role of technology in marketing and channel activities.
Brand equity is the "value of the brand in the marketplace." Making marketing and channel of distribution decisions is difficult for managers of any firm but is particularly difficult for firms with low brand equity. Often the difficulties relate to ineffective marketing and distribution, with firms targeting too many customers and offering poor product and service quality for the price, with sales pipelines lacking visibility, inconsistent lead generation, and over-reliance on indirect channels of distribution that provide little brand support. Low brand equity with poor cash flows can lead to eventual company demise. This book provides such firms with the tools and strategies to avoid such instances and to instead achieve financial success.
Contents
Part 1:The World of Marketing and Channels; - Chapter 1: Marketing Efforts and Channels for Firms with Low Brand Equity.- Part 2: Marketing Principles.- Chapter 2: Product and Price Strategy.- Chapter 3: Target Selection.- Chapter 4: Brand Positioning and Value Propositions.- Chapter 5: Promotion and Place Strategy.- Part 3: Channel Principles.- Chapter 6: Direct and Indirect Channels.- Chapter 7: Company Salespeople.- Chapter 8: Third-Party Digital Platforms.- Chapter 9: Channel Functions.- Chapter 10: Pull and Push Strategy.- Part 4: Conclusions.- Chapter 11: Successful Aftermath.- Chapter 12: Summary.
