IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-032-19112-0_5.html

Firms’ Promotional Efforts

In: Marketing and Channel Management for Low Brand Equity Firms

Author

Listed:
  • Gary L. Frazier

Abstract

The focus of this chapter is on how firms can properly communicate brand positioning and value propositions to targeted customers. Firms with low brand equity must place brand content in industry-specific directories, specialized publications, and social media. Relying on the right online influencers is a necessity. Additionally, to further promote brand awareness, they must sell their branded goods on prominent, independent online sites, send frequent emails and texts to targeted customers, and use online “click-ads.” Devoting all possible resources to the pull strategy is important as well.

Suggested Citation

  • Gary L. Frazier, 2026. "Firms’ Promotional Efforts," Management for Professionals, in: Marketing and Channel Management for Low Brand Equity Firms, chapter 5, pages 67-82, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-032-19112-0_5
    DOI: 10.1007/978-3-032-19112-0_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-032-19112-0_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.