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| Author: | Kaul, A. Rao, V. |
| Title: | Research for product positioning and design decisions: an integrative review |
| Journal: | International Journal of Research in Marketing
1995 : NOV, VOL. 12:4, p. 293-320 |
| Index terms: | RESEARCH MARKETING PRODUCTS |
| Language: | eng |
| Abstract: | This paper review recent research in marketing on product positioning and product design. Although the literature generally treats these two decisions independently, the authors propose a framework that integrates them into a single decision. Consumers make choices in the marketplace on the basis of perceptual product attributes that can be influenced by various factors under the firm's control such as product design and marketing mix of the product. |
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