Approaches for Generating and Evaluating Product Positioning Strategy

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dc.contributor.authorOghojafor, B.A
dc.contributor.authorLadipo, P.K
dc.contributor.authorRahim, A.G
dc.date.accessioned2017-10-06T13:20:39Z
dc.date.available2017-10-06T13:20:39Z
dc.date.issued2013
dc.descriptionStaff Publicationsen_US
dc.description.abstractProduct positioning has been an important part of marketing since companies began to recognize the relevance of having control over their image. It is also a way of influencing consumer perception and purchase decisions as well as to satisfy corporate sales objectives. Developing an appropriate ‘product positioning strategy’ is usually influenced by such factors as the competitive marketplace, specific corporate goals, and organizational strengths. Once established, it has typically become a posture that influence and direct marketing communications. This paper investigates the approaches for generating and evaluating product positioning strategy, using descriptive research approach. The paper concludes that positioning is applicable to products in the broadest sense. However, Institutions, Organizations or even Countries can benefit from a well developed positioning strategy that focuses on a niche that is unoccupied in the mind of the consumer.en_US
dc.identifier.citationOghojafor, B.A, Ladipo, P.K and Rahim, A.G (2013) Approaches for Generating and Evaluating Product Positioning Strategy.International Journal of Business Administration, vol. 4(1).en_US
dc.identifier.issn1923-4007
dc.identifier.issn1923-4015
dc.identifier.uriwww.sciedu.ca/ijba
dc.identifier.urihttp://ir.unilag.edu.ng:8080/xmlui/handle/123456789/1815
dc.language.isoenen_US
dc.publisherSciedu Pressen_US
dc.subjectProducten_US
dc.subjectBuying behavioren_US
dc.subjectConsumer perceptionen_US
dc.subjectBranden_US
dc.titleApproaches for Generating and Evaluating Product Positioning Strategyen_US
dc.typeArticleen_US
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