Managing Marketing Strategies & Brand Equity

Developing a marketing strategy is vital for any business. Without one, efforts, however strong and 'sensible', to attract customers are likely to be haphazard, inefficient and necessarily ineffective. The focus of any business should be making it sure that products and services meet customer needs, and then developing long-term and profitable relationships with those customers for sustained mutual interests. To achieve this, you will need to create a flexible but well-structured strategy that can respond to changes in a dynamic continuum of customer perceptions and demands. One of the key elements of a successful marketing strategy is building a strong brand equity which is considered as one of the most important assets of any business. Marketing activities can facilitate increasing brand awareness as well as creating the right brand image on the psyche of the customers. Managing marketing strategies and brand equity helps marketing oriented leaders and professionals build strong brands that eventually lead to increased market share. The book is intended to be a ready reckoner in this endeavour.