13. Building Strong Brands and Strong Companies

Previous chapters have shown how to tackle all elements of the marketing mix for entrepreneurial marketers. All of these marketing mix chapters had 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—segmentation and differentiation—and then asked the role of the marketing mix element in furthering the positioning toward the target market segments and with the key points of differentiation. Each marketing mix decision process then described various paradigms for developing mix elements that ...

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