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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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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 29 July 2021

Coordinating Advertising Strategy, Branding, and Positioning

Coordinating Advertising Strategy, Branding, and Positioning

(p.237) 12 Coordinating Advertising Strategy, Branding, and Positioning
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

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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