Market Positioning
The concept addresses one of the greatest challenges faced by marketing managers in today’s global markets and explores the importance of formulating competitive product positioning and a detailed marketing mix.
Technique Overview
Market Positioning Definition
Market positioning involves "arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers". It is about formulating competitive positioning for a product and a detailed marketing mix (Kotler et al., 1999).
Market Positioning Description *
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Business Evidence
Strengths, weaknesses and examples of Market Positioning *
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Business Application
Implementation, success factors and measures of Market Positioning *
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Professional Tools
Market Positioning videos and downloads *
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Further Reading
Market Positioning web and print resources *
Market Positioning references (4 of up to 20) *
- Jackson, S. (2007) Market Share is Not Enough: Why Strategic Market Positioning Works. Journal of Business Strategy, Vol. 28(1), pp. 18-25.
- Jobber, D. (2006) Principles and Practices of Marketing. McGraw-Hill, UK.
- King, C. and Ring, L. (1980) Market Positioning Across Retail Fashion Institutions: A Comparative Analysis of Store Types. Journal of Retailing, Vol. 56(1), pp. 37-56.
- Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing. Prentice Hall, Europe.
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