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Culture and Positioning as Determinants of Strategy
Tony Ellson
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Description for Culture and Positioning as Determinants of Strategy
Paperback. Num Pages: 284 pages, biography. BIC Classification: KJC; KJM; KJU. Category: (G) General (US: Trade). Dimension: 216 x 140. .
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.
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.
Product Details
Format
Paperback
Publication date
2004
Publisher
Palgrave Macmillan United Kingdom
Number of pages
284
Condition
New
Number of Pages
270
Place of Publication
Basingstoke, United Kingdom
ISBN
9781349513437
SKU
V9781349513437
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Tony Ellson
TONY ELLSON is a lecturer in marketing and strategy at Cardiff Business School of Cardiff University. As a professional manager and industrial consultant holding executive board positions in European and UK companies over the past thirty years, he has extensive strategic and operational marketing experience. He strongly endorses an active partnership between academic scholars and practicing managers to achieve resonance ... Read more
Reviews for Culture and Positioning as Determinants of Strategy
'This book deserves widespread reading.' - Arch Woodside, Professor of Marketing, Carroll School of Management, and Editor-in-Chief, Journal of Business Research