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Culture and Positioning as Determinants of Strategy: Personality and the Business Organization (Hardcover) (ISBN-13: 9781403917515)
Vendor:
Tony Ellson
Product type:
Books
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Description
xStrategic 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.
Author: Tony Ellson
ISBN-10: 1403917515
ISBN-13: 9781403917515
Publisher: Palgrave MacMillan
Language: English
Published: 03/16/2004
Pages: 270
Format: Hardcover
Weight: 1.03lbs
Size: 8.94h x 5.38w x 0.79d
Author: Tony Ellson
ISBN-10: 1403917515
ISBN-13: 9781403917515
Publisher: Palgrave MacMillan
Language: English
Published: 03/16/2004
Pages: 270
Format: Hardcover
Weight: 1.03lbs
Size: 8.94h x 5.38w x 0.79d
By Tony Ellson
xTONY 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.
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