The Anatomy of Marketing Positioning Strategy

Roger W. Brooksbank

135 citations0/0 files storedMarketing Intelligence & Planning

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Marketing and Advertising Strategies Business Strategies and Innovation Consumer Market Behavior and Pricing

Abstract

Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.

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1973Marketing Management: Analysis, Planning and Control 1986MARKETING WARFARE

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