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The Anatomy of Marketing Positioning Strategy

Roger Brooksbank (Senior Lecturer in Marketing at the Department of Marketing and International Management, University of Waikato, Hamilton, New Zealand)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 May 1994

39854

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

Citation

Brooksbank, R. (1994), "The Anatomy of Marketing Positioning Strategy", Marketing Intelligence & Planning, Vol. 12 No. 4, pp. 10-14. https://doi.org/10.1108/02634509410060695

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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