Culture And Positioning As Determinants Of Strategy

This work 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. A case study is used to illustrate contemporary business and practice. Strategic positioning is the assertion of an organization's personality on decisions of how and where to compete; 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.