Positioning as a basis for building an effective marketing strategy and brand-building on comparing the success of apple inc. And samsung electronics
Автор: Filimonova N.N., Kuvshinova Yu.A., Vershinina O.V.
Журнал: Вестник Российского нового университета. Серия: Человек и общество @vestnik-rosnou-human-and-society
Рубрика: Экономика и финансы
Статья в выпуске: 4, 2017 года.
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The article describes the main principles of positioning that are used by successful company to create long-term consumer’s loyalty to the brand, the comparative characteristic for using these principles by such companies as Apple Inc. and Samsung Electronics which are leaders in the smartphone market.
Positioning, marketing complex, brand, image, consumer segmentation
Короткий адрес: https://sciup.org/148309117
IDR: 148309117
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