Understanding the concept of positioning: a step towards defining the construct
by Irfan Butt
J. for Global Business Advancement (JGBA), Vol. 3, No. 2, 2010

Abstract: This paper presents an extensive review of 247 studies published over a period of 36 years to develop a profound understanding of the concept of positioning, which lacks a consensus definition. Using content analysis approach, this paper identifies the core concept of positioning, in the form of keywords, from 94 definitions stated in the literature. The confusion about various positioning terminologies is addressed, linkage of positioning with other marketing concepts is explored and underlying research focus of studies is discerned.

Online publication date: Wed, 12-May-2010

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