Context and Rationale

Tony Ellson

Chapter 1 in Culture and Positioning as Determinants of Strategy, 2004, pp 3-17 from Palgrave Macmillan

Abstract: Abstract The process of segmentation, targeting and positioning (STP) has become a formulated approach that is widely recognized by marketers. Most marketers recognize and describe real differences between target segments and other segments. The opportunity to concentrate resources on a specific group of customers is attractive because it gives direction and purpose to the marketing programme. The traditional process of segmentation, targeting and positioning is characterized by Figure 1.1.

Keywords: Market Segmentation; Strategic Position; Target Market; Strategy Determination; Target Segment (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50981-8_1

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DOI: 10.1057/9780230509818_1

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