Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Reibstein, D. 2010. Product Positioning. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Product positioning should directly follow from the value proposition of the firm and be directed to the selected target market. It is the perceived level of the product offering to the customers vis-a-vis competition and the critical dimension that customers use to assess alternative choices. Positioning is the process marketers use to create an image or perception of their offering.
- product positioning;
- target market;
- value proposition;
- perceptual maps