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Coordinating Advertising Strategy, Branding, and Positioning
Sharan Jagpal
in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0012
- Subject:
- Business and Management, Marketing
This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More
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