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Erschienen in:
2004 | OriginalPaper | Buchkapitel
Context and Rationale
verfasst von : Tony Ellson
Erschienen in: Culture and Positioning as Determinants of Strategy
Verlag: Palgrave Macmillan UK
Enthalten in: Professional Book Archive
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The process of segmentation, targeting and positioning (STP) has become a formulated approach that is widely recognized by marketers. Most marketers recognize and describe real differences between target segments and other segments. The opportunity to concentrate resources on a specific group of customers is attractive because it gives direction and purpose to the marketing programme. The traditional process of segmentation, targeting and positioning is characterized by Figure 1.1.