Targeting, positioning and brand strategy

The subject of targeting and positioning builds on the segmentation techniques that were covered in Chapter 5. This chapter now explores criteria by which the attractiveness of a market segment can be judged. The targeting process is then examined before a discussion on a range of product positionin...

Full description

Saved in:
Bibliographic Details
Published inIntroduction to Marketing Concepts pp. 223 - 255
Main Authors Drummond, Graeme, Ensor, John
Format Book Chapter
LanguageEnglish
Published United States Routledge 2005
Taylor & Francis Group
Subjects
Sales & marketing
Sales & marketing management
Market Segment
Attractive Market Segments
Competition Segments
Over-50s Market
Branding Decisions
Corporate Brand
USA Association
Individual Brand
UK Market
Brand Strategy
Red Bat
Price Sensitive Segment
Brand Equity
Isotonic Drink
Britvic Soft Drink
Brand System
Shell Directional Policy Matrix
Brand Repositioning
Range Brand
IDV
Potential Market Segments
Specific Competitive Position
Environmental Issues
Red Bull
Online AccessGet full text
ISBN0750659955
9780750659956
DOI10.4324/9780080454832-16

Cover

More Information
Summary:The subject of targeting and positioning builds on the segmentation techniques that were covered in Chapter 5. This chapter now explores criteria by which the attractiveness of a market segment can be judged. The targeting process is then examined before a discussion on a range of product positioning techniques is undertaken. Central to this discussion is the issue of brand strategy.
ISBN:0750659955
9780750659956
DOI:10.4324/9780080454832-16