Marketing Information . 1 SEGMENTATION – TARGETING – POSITIONING
نویسنده
چکیده
The strategic marketing planning process flows from a mission and vision statement to the selection of target markets, and the formulation of specific marketing mix and positioning objective for each product or service the organization will offer. Leading authors like Kotler present the organization as a value creation and delivery sequence. In its first phase, choosing the value, the strategist "proceeds to segment the market, select the appropriate market target, and develop the offer's value positioning. The formula segmentation, targeting, positioning (STP) is the essence of strategic marketing." (Kotler, 1994, p. 93).
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