Eversince its inception, in 1969, the concept of positioning was controversial and highly debated. Nowadays, virtually all marketing handbooks include a more or less thorough description of the concept. While a consensus has been reached regarding the definition of positioning, there is still a lot to do in terms of operationalizing it.
This book aims to improve the awareness, understanding and usage of the positioning concept; it does so by clarifying its role from both a theoretical and practical perspective. To this end, the book is structured into five chapters; three of them introduce the theoretical concepts, while the other two include the author’s research. Based on the results of the research, the author offers recommendations on integrating the concept of positioning in both the strategic marketing planning process and the day-to-day decision-making process.