Positioning – a literature review
Purpose – The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive definition from a theoretical viewpoint. Design/methodology/approach – A systematic review of positioning was conducted....
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2021-09-01
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| Series: | PSU Research Review |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/PRR-06-2019-0016/full/pdf?title=positioning-a-literature-review |