BEING STRATEGY: FROM POSITIONING TO CONFIRMATION

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 7 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 123-136 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In the legacy era, the concept of positioning remains at the core of marketing strategy. It is a product’s or service’s “being strategy”. It articulates the goals that a consumer will achieve by using a brand and explains why it is superior to other means of accomplishing this goal. Al Ries and Jack Trout (1981), in their legendary book Positioning: The Battle of Your Mind, said that marketing war unfolds not in the market, but in the minds of customers. It is a war fought to snatch away a piece of land (space) in the minds of customers. In the book, the authors define positioning as what you do to the mind of the prospect and not what you do to a product. Each successful product, brand, and company has managed to gain a strong and unique position in the minds of customers…

Keywords: Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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