Posicionamiento: elemento clave de la estrategia de marketing

IE code:
MK2-105
Language:   Spanish
also available in English
Format:  
PDF
Nr. Of Pages:
19
Academic Area:
Type of publication:
Technical Note

Description

The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.