Although there are different definitions of Positioning, probably
the most common is: "A product's position is how potential buyers see
the product", and is expressed relative to the position of competitors.
Positioning is a concept in marketing which was first popularized by
Al Ries and Jack Trout in their bestseller book " Positioning - a
battle for your mind".
This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing,
in which the case is made that the typical consumer is overwhelmed with
unwanted advertising, and has a natural tendency to discard all
information that does not immediately find a comfortable (and empty)
slot in the consumers mind. It was then expanded into their
ground-breaking first book, "Positioning: The Battle for Your Mind",
in which they define Positioning as "an organized system for finding a
window in the mind. It is based on the concept that communication can
only take place at the right time and under the right circumstances."
(p. 19 of 2001 paperback edition).
What most will agree on is that Positioning is something (perception) that happens in the minds of the target market.
It is the aggregate perception the market has of a particular company,
product or service in relation to their perceptions of the competitors
in the same category. It will happen whether or not a company's
management is proactive, reactive or passive about the on-going process
of evolving a position. But a company can positively influence the
perceptions through enlightened strategic actions.
Amazon Exclusive: Inside Inferno Explore the sights of Inferno alongside Robert Langdon in this exclusive first look at Dan Brown's latest thriller. As Langdon continued on toward the elbow of the square, he couldsee, directly ahead in the distance, the shimmering blue glass dial of the(read more)
List Price: $15.00Investigator Arkady Renko, the pariah of the Moscow prosecutor's office, has been assigned the thankless job of investigating a new phenomenon: late-night subway riders report seeing the ghost of Joseph Stalin on the platform of the Chistye Prudy Metro station. The illusion seems part political hocus-pocus and also part wishful thinking, for among many Russians Stalin is again popular; the bloody... (read more)
List Price: $15.00The sensual romance that started with the New York Times and USA Today Bestseller Surrender Your Love continues...Meeting Jett was like bad luck. Dangerous. Unpredictable. And better avoided. In his game, the stakes are high. But are they worth the risk?Brooke Stewart, a realtor in New York, finds forgetting is hard, but forgiving is harder. When the man she trusted, betrayed her, the only way to forget is to move on. Brooke is determined to start a n(read more)
List Price: $15.00NEW YORK TIMES and USA TODAY?Bestselling bookMeeting Jett was like lightning. Dangerous. Better left untouched. And better forgotten. But lightning always strikes twice.Brooke Stewart, a realtor in New York, doesn't do relationships. When she's sent to a remote estate to finalize a real estate deal, she discovers her new boss is no other than the guy she left naked in bed.Sexy, dangerously handsome, and arrogant Jett Mayfield attracts trouble, and(read more)
List Price: $15.00Once Upon a Prince, the first novel in the Royal Wedding series by best-selling author Rachel Hauck, treats you to a modern-day fairy tale.... (read more)
Positioning for Big Moves ahead of Fed Meeting, Major FX Volatility
With close to 75 per cent of mobile users falling asleep with their device within reach, the power and influence that mobile has on consumers’ daily lives is undeniable. To frame m
DALLAS, June 17, 2013 /PRNewswire/ -- The Report " Indoor Location Market [Indoor Positioning and Indoor Navigation (IPIN); Indoor Mapping; Indoor LBS; Indoor Analytics; By Positioning Systems (Network-based, ...
-- Safeguarding premium content revenues and enabling pay-TV operators to provide secure, consistent and flexible service offerings across any device or network SINGAPORE, June 17, 2013 /PRNewswire/ -- ...
If you're feeling tired, check your neck. A simple fix to the sitting problem from entrepreneur coach and author Phil Drolet. If you’re reading this on your laptop right now, take a second to think about your posture. How are you sitting? How is your back? How about your neck? Read Full Story