Conceptual overview and applications of international marketing positioning

Michael Perry

European Management Journal, 1988, vol. 6, issue 4, 420-424

Abstract: The author explores differing meanings of the term and concept of "positioning" in marketing. He concludes there are two different types of "positions" - market and product - and two different territories in which the positions are being observed or measured: the market place and the consumer's mind. These distinctions are helpful in the process of planning a marketing strategy. Michael Perry then applies this "position" idea in marketing to a real case of marketing oranges in four European countries. The results demonstrate how the concepts of "market position" can be measured and used in planning marketing programmes.

Date: 1988
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