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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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Coordinating Advertising Strategy, Branding, and Positioning

Coordinating Advertising Strategy, Branding, and Positioning

Chapter:
(p.237) 12 Coordinating Advertising Strategy, Branding, and Positioning
Source:
Fusion for Profit
Author(s):

Sharan Jagpal (Contributor Webpage)

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195371055.003.0012

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 multiproduct firms, established and new products, durable and nondurable products, and whether the firm is a market leader or not.

Keywords:   advertising message strategy, brand equity, branding, comparative advertising, consideration set, durable products, law of one price, multiproduct firms, nondurable products, positioning

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