Overview

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 firms. In addition, the book features a discussion on the role of technology in marketing and channel activities. Brand equity is the “value of the brand in the marketplace.” Making marketing and channel of distribution decisions is difficult for managers of any firm but is particularly difficult for firms with low brand equity. Often the difficulties relate to ineffective marketing and distribution, with firms targeting too many customers and offering poor product and service quality for the price, with sales pipelines lacking visibility, inconsistent lead generation, and over-reliance on indirect channels of distribution that provide little brand support. Low brand equity with poor cash flows can lead to eventual company demise. This book provides such firms with the tools and strategies to avoid such instances and to instead achieve financial success.

Full Product Details

9783032191113

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Author Information

Gary L. Frazier is a retired Professor of Marketing and Former Richard and Jarda Hurd Chair in Distribution Management at the USC Marshall School of Business, University of Southern California (USC), USA. Dr. Frazier specializes in research and writing on the organization and coordination of channels of distribution. He has published frequently in top academic journals, including the Journal of Marketing and the Journal of Marketing Research. He was editor of the Journal of Marketing from 2011 to 2014. He has served as a marketing consultant to many Fortune 100 companies and has been retained as an expert witness in well over 100 legal cases.

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