The Anatomy of Marketing Positioning Strategy
Marketing Intelligence & PlanningPublished 1 May 1994
Roger Brooksbank
Citations138
SJR quartileQ2
SJR score1.25
SNIP1.41
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TL;DR
How a small UK‐based computer company put the theory and practice of marketing positioning strategy principles successfully into action is explained.
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
Business, Management and Accounting
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