Culture and Positioning as Determinants of Strategy: Personality and the Business Organization - Hardcover

Ellson, Tony

 
9781403917515: Culture and Positioning as Determinants of Strategy: Personality and the Business Organization
Hardcover
ISBN 10: 1403917515 ISBN 13: 9781403917515
Verlag: Palgrave Macmillan, 2004

Inhaltsangabe

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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Über die Autorin bzw. den Autor

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.

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Verlag
Palgrave Macmillan
Erscheinungsdatum
2004
Sprache
Englisch
ISBN 10 
1403917515
ISBN 13 
9781403917515
Einband
Gebundene Ausgabe
Anzahl der Seiten
284
Kontakt zum Hersteller
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Heidelberg
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Deutschland

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Vorgestellte Ausgabe

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Verlag: Palgrave Macmillan, 2004
Softcover