Abstract
The three major steps of segmentation, targeting and positioning are widely considered to be central to the decision and planning process of marketing with the purpose of identifying and selecting potential buyers and communicating distinctive product benefits in the market. This chapter considers literature relating to segmentation, targeting and positioning, and finally, the strategic role of positioning in segmentation and targeting.
‘Marketing as strategy is the emphasis at the SBU level on market segmentation, targeting, and positioning in defining how the firm is to compete in its chosen businesses.’
(Webster, 1992: 10)
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© 2004 Tony Ellson
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Ellson, T. (2004). Segmentation, Targeting, and Positioning. In: Culture and Positioning as Determinants of Strategy. Palgrave Macmillan, London. https://doi.org/10.1057/9780230509818_2
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DOI: https://doi.org/10.1057/9780230509818_2
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-51343-7
Online ISBN: 978-0-230-50981-8
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