Al
Ries might be dangerous to your brand
By Dan Herman, PhD
In the business world's hall of fame a special place is reserved for Al
Ries. He is without any doubt one of the most prominent gurus of strategic
thinking. More than 30 years ago, together with his partner Jack Trout,
Ries coined the term "Positioning" – a concept which, to these
very days, shapes the way of marketing and branding all over the world.
Only very few other concepts come close in importance.
The
New Market Segmentation
by Dan Herman, PhD
According to the conventional segmenting method, people in each segment
should differ – to some extent – from the people in the other
segments. Nevertheless, usually, they do not. If you have been segmenting
for many years, you already know that the problem has just been worsening
with time. The reason why this is so is that there has been a long lasting
consumer trend going on, with numerous implications, because of which we
should change the way by which we segment the market.
Why
Segmentation?
When it comes to marketing strategies, most people spontaneously
think about the 4P (Product, Price, Place, Promotion) – maybe
extended by three more Ps for marketing services (People, Processes,
Physical Evidence). Market segmentation and the identification of
target markets, however, are an important element of each marketing
strategy. They are the basis for determining any particular marketing
mix. This article starts with steps and criteria for market
segmentation. Following, it discusses way market segmentation is an
important element of any marketing planning activity.
Positioning
as a Strategic Marketing Decision
This article discusses the relevance of positioning for marketing
planning. First, it describes, how positioning relates to segmentation and
targeting. Than it explains what to keep in mind when planning
positioning.
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E-Paper:
Market Customization: Market Segmentation, Targeting and Positioning
Segmentation & Positioning for Strategic Marketing Decisions
by James H. Myers
Useful to both consumer marketers and business-to-business
researchers, this detailed and engaging book delves much more deeply
into segmentation that most other marketing handbooks. Myers
discusses the intricacies of segmentation and positioning techniques
and also shows the ways these techniques can be interpreted and used
in the real world.
Market Segmentation : How to do it, how to profit from it
by Ian Dunbar, Malcolm H. B. McDonald
Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms
by by Art Weinstein
The Handbook of Market Segmentation, 3rd Edition: Strategic Target
Marketing for Business and Technology Firms is a practical, how-to
guide to what marketers need to know about defining, segmenting, and
targeting business markets: assessing customer needs; gauging the
competition; designing winning strategies; and maximizing corporate
resources.
Positioning:
The Battle for Your Mind
by Al Ries, Jack Trout
This text deals with the problems of communicating in an
overcommunicated society. It shows how to "position" a
company within the mind of the prospective buyer/customer, how to
stay there, how to find an area not filled by a "leader"
and how to avoid the pitfalls of letting a second product ride on
the coatails of an established one.
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