• Michael J. Baker


The issues to be addressed in Chapter 9 include:
  1. 1

    The nature of positioning and its relationship to market segmentation.

  2. 2

    The role of perception in choice decisions and its measurement through perceptual mapping.

  3. 3

    The concepts of positioning and ‘ladders in the mind’.

  4. 4

    The idea of ‘niche marketing’.

  5. 5

    The nature of branding and its use in marketing.

  6. 6

    The concept of the augmented product and its role in developing competitive advantage.

  7. 7

    The view that increasingly companies will be regarded as brands, and marketed as such.



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Notes and References

  1. 1.
    Al Ries and Jack Trout, Positioning: the Battle for your Mind (London: McGraw- Hill International Editions, 1986) 1st edn rev.Google Scholar
  2. 2.
    Glen L. Urban and Steven H. Star, Advanced Marketing Strategy: Phenomena, Analysis and Decisions (Englewood Cliffs, N.J.: Prentice-Hall, 1991).Google Scholar
  3. 3.
    Michael J. Baker and Susan Hart, Marketing and Competitive Success (London: Philip Allen, 1989).Google Scholar
  4. 4.
    London: Paul Chapman Publishing (1989).Google Scholar
  5. 5.
    ‘Meaning of Image’, Journal of Retailing, 50 (1974).Google Scholar
  6. 6.
    See n. 1 above.Google Scholar
  7. 7.
    Philip Kotler, Marketing Management: Analysis, Planning and Control (Englewood Cliffs, N.J.: Prentice-Hall, 1991) 8th edn.Google Scholar
  8. 8.
    In Michael J. Baker (ed.), The Marketing Book (London: Butterworth Heinemann, 1991).Google Scholar
  9. 9.
    R. D. Buzzell and B. T. Gale, The PIMS Principles: linking strategy to performance (London: Collier Macmillan, 1987).Google Scholar
  10. 10.
    T. Peters, Thriving on Chaos (London: Macmillan, 1988).Google Scholar
  11. 11.
    T. Levitt, ‘Marketing Myopia’, Harvard Business Review (July-August 1960) p. 45.Google Scholar
  12. 12.
    T. Levitt, The Marketing Imagination (London: Collier Macmillan, 1983).Google Scholar
  13. 13.
    See n. 8 above.Google Scholar
  14. 14.
    D. K. Clifford and R. E. Cavanagh, The Winning Performance: How America’s high growth mid-size companies succeed (London: Sidgwick 8c Jackson, 1985).Google Scholar
  15. 15.
    Marketing Business (July-August 1991).Google Scholar
  16. 16.
    Stephen King, ‘Brand-building in the 1990s’, Journal of Marketing Management, 7(1) (January 1991).Google Scholar

Copyright information

© Michael J. Baker 1992

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

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