Culture and Positioning As Determinants of Strategy: Personality and the Business Organization - Couverture souple

Ellson, Tony

Couverture souple

ISBN 10 : 1349513431 ISBN 13 : 9781349513437

Editeur : Palgrave Macmillan, 2004

Synopsis

Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image that complements the role of strategic positioning. This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics.

A propos du livre

À propos de l?auteur

TONY ELLSON is a lecturer in marketing and strategy at Cardiff Business School of Cardiff University. As a professional manager and industrial consultant holding executive board positions in European and UK companies over the past thirty years, he has extensive strategic and operational marketing experience. He strongly endorses an active partnership between academic scholars and practicing managers to achieve resonance between practice, research and theory.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 1349513431
• ISBN 13: 9781349513437
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 284
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne