Positioning as a Strategic Marketing Planning Tool

Doctoral thesis English RESTRICTED
Lhotáková, Markéta;
(2001)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: marketingová strategie; brand management; positioning; marketing planning; cílový spotřebitel; užitek spotřebitele; consumer benefit; target consumer; řízení značky

Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of ... View more
Share - Bookmark