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

Culture and Positioning as Determinants of Strategy

Personality and the Business Organization

Hardcover

Published: 16th March 2004
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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.

'This book deserves widespread reading.' - Arch Woodside, Professor of Marketing, Carroll School of Management, and Editor-in-Chief, Journal of Business Research

Introduction
Segmentation, Targeting and Positioning
Positioning and Differentiation
Organizational Culture, Positioning and Strategy
Reports from Contemporary Business
Some Guidelines to the Case Study Approach in Marketing
The Study
Conceptualization of Positioning and Culture as a Determinant of Strategy
Triangulation of the Case Study
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9781403917515
ISBN-10: 1403917515
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 270
Published: 16th March 2004
Publisher: Palgrave USA
Country of Publication: US
Dimensions (cm): 21.6 x 14.0  x 2.54
Weight (kg): 0.49
Edition Number: 1