Company Branding and Competitive Positioning
Overview
This chapter is a discussion on the importance of establishing your brand and a compelling competitive position before attacking the target businesses in the lucrative market segment that we identified and researched in Chapter 1. Fixing your brand image in your prospect’s mind is an essential precursor to your marketing and selling efforts. Consider it a rung on your ladder to success that must not be missing. Establishing your brand and positioning in that market is the next step in developing your marketing and sales process. Then you can begin a highly focused and effective marketing and sales approach. Senior professionals will comment on lessons learned in the field and we ...
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