Market and Branding Considerations

Jerry Schaufeld

Chapter Chapter 8 in Commercializing Growth, 2021, pp 71-74 from Springer

Abstract: Abstract Marketing is a unique discipline. It does not stand alone in an organization. In its basic definition, marketing has the responsibility to establish the value of the entity’s offering. The marketing function is clearly differentiated from the selling effort. It is integrated with customer influences, external demographics, external competitive pressures, internal (and external) needs for brand identity, sales force support, and others. Yet, it typically commandeers single-digit percentage allocation of sales revenue. Marketing provides a critical link between the corporate vision and the customer. Although a separate function, the sales effort is to provide closure to the customer’s purchasing decision process.

Date: 2021
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DOI: 10.1007/978-1-4842-7502-3_8

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