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Culture and Positioning as Determinants of Strategy: Personality and the Business Organization

Culture and Positioning as Determinants of Strategy: Personality and the Business Organization

Hardcover

Business GeneralMarketing

ISBN10: 1403917515
ISBN13: 9781403917515
Publisher: Springer Nature
Published: Mar 16 2004
Pages: 270
Weight: 1.03
Height: 0.79 Width: 5.38 Depth: 8.94
Language: English
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.

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Business General