Segmentation, Targeting, and Positioning

Tony Ellson

Chapter 2 in Culture and Positioning as Determinants of Strategy, 2004, pp 21-34 from Palgrave Macmillan

Abstract: 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.

Keywords: Market Segment; Market Segmentation; Strategic Position; Target Market; 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_2

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DOI: 10.1057/9780230509818_2

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