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Published in:
2004 | OriginalPaper | Chapter
Segmentation, Targeting, and Positioning
Author : Tony Ellson
Published in: Culture and Positioning as Determinants of Strategy
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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The three major steps of segmentation, targeting and positioning are widely considered to be central to the decision and planning process of marketing with the purpose of identifying and selecting potential buyers and communicating distinctive product benefits in the market. This chapter considers literature relating to segmentation, targeting and positioning, and finally, the strategic role of positioning in segmentation and targeting.