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Erschienen in:
2004 | OriginalPaper | Buchkapitel
Segmentation, Targeting, and Positioning
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 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.