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Context and Rationale

In: Culture and Positioning as Determinants of Strategy

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  • Tony Ellson

Abstract

The process of segmentation, targeting and positioning (STP) has become a formulated approach that is widely recognized by marketers. Most marketers recognize and describe real differences between target segments and other segments. The opportunity to concentrate resources on a specific group of customers is attractive because it gives direction and purpose to the marketing programme. The traditional process of segmentation, targeting and positioning is characterized by Figure 1.1.

Suggested Citation

  • Tony Ellson, 2004. "Context and Rationale," Palgrave Macmillan Books, in: Culture and Positioning as Determinants of Strategy, chapter 1, pages 3-17, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50981-8_1
    DOI: 10.1057/9780230509818_1
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