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Article: Op-Ed: PR helps boost future market share.
- Article from:
- PR Week (US)
- Article date:
- January 12, 2009
CopyrightCOPYRIGHT 2009 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In today's economic climate, industrial manufacturers need to promote more than ever to compensate for the worsening market conditions. Those that expand marketing and sales during these difficult times will emerge with increased market share captured over those that did not. But most companies instead reduce their marketing, which is exactly the wrong thing to do. This reduction leaves their market share wide open to be usurped by their competitors.
Market share is a fluid commodity; it is never static. It is also influenced by the acceptance or confidence that consumers display toward a company or brand, which is modified by a brand's product features, product ...