IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9789813201972_0007.html
   My bibliography  Save this book chapter

Being Strategy: From Positioning To Confirmation

In: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS

Author

Listed:
  • PHILIP KOTLER
  • HERMAWAN KARTAJAYA
  • DEN HUAN HOOI

Abstract

In the legacy era, the concept of positioning remains at the core of marketing strategy. It is a product’s or service’s “being strategy”. It articulates the goals that a consumer will achieve by using a brand and explains why it is superior to other means of accomplishing this goal. Al Ries and Jack Trout (1981), in their legendary book Positioning: The Battle of Your Mind, said that marketing war unfolds not in the market, but in the minds of customers. It is a war fought to snatch away a piece of land (space) in the minds of customers. In the book, the authors define positioning as what you do to the mind of the prospect and not what you do to a product. Each successful product, brand, and company has managed to gain a strong and unique position in the minds of customers…

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Being Strategy: From Positioning To Confirmation," World Scientific Book Chapters, in: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS, chapter 7, pages 123-136, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813201972_0007
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9789813201972_0007
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789813201972_0007
    Download Restriction: Ebook Access is available upon purchase.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wschap:9789813201972_0007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.