7 Keys to Marketing Genius: The Sherwin Marketing Matrix
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
My marketing professor, Nick Sherwin, developed a process for understanding relationship building with customers. Sherwin classifies marketing tools into above-the-line, below-the-line, frontend and back-end. Above-the-line tools like advertising and public relations/publicity are used before a relationship has been established to create image and awareness. Below-the-line tools such as sales promotion, personal selling, and direct marketing are used after some type of relationship has already been established. The front-end tools should be used at the beginning of the strategy and transition to the back-end tools. Many companies use these tools out of order or inappropriately.
Figure 5.3: The Sherwin Marketing Matrix