Building Your Brand From the Inside Out

Tosti, Donald T.; Stotz, Rodger D.
July 2001
Marketing Management;Jul/Aug2001, Vol. 10 Issue 2, p27
External marketing and advertising efforts can attract customers, but it takes an entire company working together to keep those customers. The more effective an organization's marketing and advertising functions, the higher its customers' expectations, and the greater the demand on the organization. The saying that "nothing kills a bad product faster than good advertising" applies equally well to branding. It's hard to keep customers if a company's delivery doesn't live up to its brand promise. INSET: The Archstone Case.


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