haku: @author Clement, M. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Clement, M. Grotemeyer, W. |
| Otsikko: | The Iterative Positioning Process An international approach from the pharmaceutical industry |
| Lehti: | Marketing and Research Today
1990 : JUNE, VOL. 18, p.85-96 |
| Asiasana: | PRODUCT INFORMATION PRODUCT IMAGE MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The Iterative Positioning Process (IPP) overcomes many deficiencies of standard positioning methods. This procedure is intended to keep in close touch with the realities of the market place. The IPP consists of three phases. The first phase develops a story line for a product. The second one tests the limits of acceptance of this concept and strengthens its communicative value. The third phase is a standard quantitative test of the concept produced in phase II. |
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