Culture and Positioning as Determinants of Strategy
Personality and the Business Organization
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Beschreibung
Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image that complements the role of strategic positioning. This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics.
Autor*in
Tony Ellson
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business management Manager marketing organization organizations Personal strategy
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'This book deserves widespread reading.' - Arch Woodside, Professor of Marketing, Carroll School of Management, and Editor-in-Chief, Journal of Business Research
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