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About this book
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.
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Table of contents (10 chapters)
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Front Matter
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Prelude
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Front Matter
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Research Design and Methodology
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Front Matter
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A Case Study
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Front Matter
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A Conceptualization of Positioning and Culture as Determinants of Strategy
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Front Matter
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Final
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Front Matter
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Back Matter
Reviews
'This book deserves widespread reading.' - Arch Woodside, Professor of Marketing, Carroll School of Management, and Editor-in-Chief, Journal of Business Research
About the author
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.
Bibliographic Information
Book Title: Culture and Positioning as Determinants of Strategy
Book Subtitle: Personality and the Business Organization
Authors: Tony Ellson
DOI: https://doi.org/10.1057/9780230509818
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2004
Hardcover ISBN: 978-1-4039-1751-5Published: 16 March 2004
Softcover ISBN: 978-1-349-51343-7Published: 01 January 2004
eBook ISBN: 978-0-230-50981-8Published: 16 March 2004
Edition Number: 1
Number of Pages: XIV, 270
Topics: Business Strategy/Leadership, International Business, Management, Organization