Positioning of Companies’ Market Offers

Evgeni Stanimirov ()
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Evgeni Stanimirov: Varna University of Economics

Business & Management Compass, 2013, issue 3, 8-18

Abstract: Through positioning marketers seek to create a unique and favourable image in the mind of the target customer. The aim of this article is, after clarifying the nature and role and tracing back the evolution of the concept of positioning, to present and analyse the results of the study of the market positions of specific companies through the quality of their offers and their corporate image. The classic approach to positioning involves a study of the perceptions of customers of a particular company, product, brand or outlet. In the article there is used an unconventional approach: instead of customers in the study there are included employees of the companies being assessed.

Keywords: positioning; perceived quality; corporate image (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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