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Culture and Positioning as a Determinant of Strategy : Personality and the Business Organization. 戦略の決定因としての文化と位置付け－個性と企業組織
・ISBN 978-1-4039-1751-5 hard EUR 99.99
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★★★
| 著者・編者 | Ellson, Tony, |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2004 |
| ページ数 | 270 pp. |
| 言語 | ENG |
| ニュース番号 | ＜503-387＞ |
解説
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.