Best Practices - Robert Hiebeler, Thomas Kelly and Charles Ketteman by Must Read Summaries

Author:Must Read Summaries
Language: eng
Format: epub
Publisher: Primento Publishing

Developing highly effective advertising and promotion.

Having a world-class product is only half the battle. Best-practice companies know the other is getting the word out to potential customers -- it’s the most important thing the company has to do.

The most effective approach to marketing is differentiation -making the product stand out from its competitors. Most often, best-practice companies differentiate by creating an image for their product that appeals strongly and emotionally to their targeted customers, and then aligning every resource behind an effort to reinforce and strengthen that image.

Choosing the right image to promote is often a challenge in and of itself. Generally, the best way to find the right image is by taking into account input from every level of the company, not just the upper levels.

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