The Positioning concept introduced over ten years ago, is not clear or well defined. Professionals in marketing frequently refer to Positioning but rarely use it in a universally understood context. Academicians tend to apply the term hand-in-hand with classical Market Segmentation and Product Differentiation or occasionally use Positioning to describe spatial models and clustering techniques related to forecasting and new product development. Advertising agencies sell Positioning as an innovative technique to be used to psyche consumers into believing what the marketers wants the person to perceive about his product, particularly compared to other products. Recognized marketing authorities either interpret and relabel Positioning relative to their own theories, ignore or deny its existence as a new or innovative concept, or loosely apply it to a myraid of marketing related situations. Determining Positioning’s place as a strategy begins with a look at the evolution of the term and its relevance to well-established concepts.
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- Positioning: Another Look
Ernest F. Cooke