The Anatomy of Marketing Positioning Strategy
Roger Brooksbank
(Senior Lecturer in Marketing at the Department of
Marketing and International Management, University of Waikato, Hamilton,
New Zealand)
39718
Abstract
Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.
Keywords
Citation
Brooksbank, R. (1994), "The Anatomy of Marketing Positioning Strategy", Marketing Intelligence & Planning, Vol. 12 No. 4, pp. 10-14. https://doi.org/10.1108/02634509410060695
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited