The branding of a service

This is a great example of a solid marketing plan in action. Notice how the good doctor changes distribution over time? He starts with a pamphlet and moves into different distribution chanenls over time, and to gain more customers.

Is Rodale out to simply make as many sales as possible, or does the publishing company want something that is longer lasting? The key to that answer is found later in the article when the author discuss the internet.

Finally, what is Rodale really doing? Is it to sell books? Build a brand name? Create a community? By the end of the course, you should have a definite answer to those four questions.