Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

Chapter 14. Building Strong Brands and Strong Companies

In previous chapters, we have shown how to tackle all elements of the marketing mix for entrepreneurial marketers. All of these marketing mix chapters had very similar formats. Regardless of whether the decision was pricing, public relations, advertising, distribution channels, sales force, or product or service design, the format of the decision-making process was similar. The process began with a given positioning and target market and then asked the role of the marketing mix element in furthering the positioning toward the target market segments. Each marketing mix decision process then ...