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Segmentation, Targeting, and Positioning

In: Culture and Positioning as Determinants of Strategy

Author

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  • Tony Ellson

Abstract

The three major steps of segmentation, targeting and positioning are widely considered to be central to the decision and planning process of marketing with the purpose of identifying and selecting potential buyers and communicating distinctive product benefits in the market. This chapter considers literature relating to segmentation, targeting and positioning, and finally, the strategic role of positioning in segmentation and targeting.

Suggested Citation

  • Tony Ellson, 2004. "Segmentation, Targeting, and Positioning," Palgrave Macmillan Books, in: Culture and Positioning as Determinants of Strategy, chapter 2, pages 21-34, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50981-8_2
    DOI: 10.1057/9780230509818_2
    as

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