Chapter 9
Marketing the Family Business
In This Chapter
◆ Branding the family business
◆ Choosing a family spokesperson
◆ Advertising the family business
◆ Marketing the family business on the Internet
During the Great Depression, there was a hot dog vendor who had a big sign on the side of the road that said “Frank’s Hot Dogs Are Delicious! Turn at the next intersection and taste them for yourself.”
Despite the Depression, the business was doing well enough that Frank could send his son, Frank, Jr., to business school. When he graduated, Frank, Jr., approached his father and said he wanted to join the family business. His father, impressed with his son’s academic credentials, let him run the business.
Frank told his father that because the country ...

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