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

Ellson, Tony

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2004-01-01

Format: Paperback

ISBN-13: 9781349513437

DOI: 10.1057/9780230509818

Dimensions: 216cm x140cm

Pages: 270