Marketing and channel management for low brand equity firms : principles for financial success /

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 f...

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Bibliographic Details
Main Author:	Frazier, Gary L. (Author)
Format:	eBook
Language:	English
Published:	Cham : Springer, 2026.
Series:	Management for professionals,
Subjects:	Branding (Marketing) Brand name products. Stratégie de marque. Produits de marque. branding. Electronic books.

Table of 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.