BİR REKABET STRATEJİSİ: KONUMLAMA

Yıl 1997, , 57 - 60, 15.06.1997

İ. Füsun Sezer

https://doi.org/10.14783/maruoneri.682167

Öz

The single most important Creative decision in the making of a successful ad or making piece is positioning. This coııcept can apply to basic marketing strategy. it can be constant- the same-for all products created by a company and-for, all media and offers- or it can vary from campaign to campaign. Product position, the way the product is defined by consumers on important attributes- the place the product occupies in consumers’ mind relative to competing products.

Anahtar Kelimeler

Konumlama, Rekabet stratejileri

Kaynakça

• [1 ]-Ogilvy, DavidOgilvy on Advertising, Pan Books, 1983, U.K.
• [2|-Kotler,Philip- Armstrong, Gary, Principles of Marketing, Seventh, Edition, Prentıce Hail, İne., 1996, U.S.A.
• [3]-Nash, Edward, Direct Marketiııg; Strategy, Planning, Execution, 2ııd Edition, McGraw-HlLL, Book Company, 1986, U.S.A
• [4] Mingo, Jack, Marlboro’nun Kovboyu Nasıl Cinsiyet Değiştirdi?, Çev: Behiç Gürcihan, Güncel Yayıncılık, 1995, İstanbul
• [5]-Bumett, John.J, Promotion Management, Houghton Mifllin, Co. , 1993, U.S.A
• [6] -Erdoğan, Arzu, Abbate, Benetton mu Oluyor?, Tempo, Haftalık Aktüalite Dergisi,Sayı:12, 1997
• [7] -Kotler, Philip, Marketiııg Management; Analysis, Planning, Implementation and Control, Ninth Edition, Prentice-Hall, Inc. 1997, U.S.A.
• [8] Dommemiuth, W, Promotion: Analiysis, Creativity and Strategy, PWS- Kent Publishing Co. 1989, U.S.A.