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Market and Branding Considerations

In: Commercializing Growth

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  • Jerry Schaufeld

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.

Suggested Citation

  • Jerry Schaufeld, 2021. "Market and Branding Considerations," Springer Books, in: Commercializing Growth, chapter 0, pages 71-74, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-7502-3_8
    DOI: 10.1007/978-1-4842-7502-3_8
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