Marketing and Channel Management for Low Brand Equity Firms

Gary L. Frazier ()

in Management for Professionals from Springer

Date: 2026
ISBN: 978-3-032-19112-0
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Chapters in this book:

Ch 1 Marketing and Channels of Distribution

Gary L. Frazier

Ch 2 Target Market Selection

Gary L. Frazier

Ch 3 Product and Price Variables of the Marketing Mix

Gary L. Frazier

Ch 4 Brand Positioning and Value Propositions

Gary L. Frazier

Ch 5 Firms’ Promotional Efforts

Gary L. Frazier

Ch 6 Direct, Indirect, and Multiple Channels

Gary L. Frazier

Ch 7 Sales Force Management

Gary L. Frazier

Ch 8 Channel Functions and Customer Programs

Gary L. Frazier

Ch 9 Coordination in Direct and Indirect Channels

Gary L. Frazier

Ch 10 Successful Aftermath

Gary L. Frazier

Ch 11 Overview and Goodbye for Now

Gary L. Frazier

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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmtpr:978-3-032-19112-0

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DOI: 10.1007/978-3-032-19112-0

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