The Anatomy of Marketing Positioning Strategy

Marketing Intelligence and Planning - Tập 12 Số 4 - Trang 10-14 - 1994
Roger Brooksbank1
1(Senior Lecturer in Marketing at the Department of Marketing and International Management, University of Waikato, Hamilton, New Zealand)

Tóm tắt

Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.

Từ khóa


Tài liệu tham khảo

Brooksbank, R.W. (1990), This is Successful Marketing!, Horton Publishing, Bradford.

Doyle, P. (1983), “Marketing Management”, unpublished paper, Bradford University Management Centre.

Chaganti, R. and Chaganti, R. (1983), “A Profile of the Profitable and Not So Profitable Small Business”, Journal of Small Business, pp. 43‐51.

Cavanagh, R.E. and Clifford D.K. (1986), The Winning Performance, Sidgwick and Jackson, London.

Hanson, F. (1972), “Backwards Segmentation Using Hierarchical Clustering and Q‐Factor Analysis”, ESOMAR Seminar.

Hooley, G.J. and Saunders, J. (1993), Competitive Positioning: The Key to Market Success, Prentice Hall, Englewood Cliffs, NJ.

Kotler, P. (1980), Marketing Management: Analysis, Planning and Control, Prentice Hall, Englewood Cliffs, NJ.

Ries, A. and Trout, J. (1986), Marketing Warfare, McGraw Hill, New York, NY, p. 44.

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Marketing Intelligence and Planning

Tập 12 Số 4

10-14

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