Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 27

Positioning is the heart of strategic marketing by ensuring that the offer has a clear, distinct and privileged place in the customer’s mind so that it is preferred over competing offers. Positioning is the ultimate step in strategic marketing that begins with market segmentation and continues with segment targeting. These key marketing concepts are essential to the implementation of a customer focus¹⁶.