Title

International Product Positioning: An Illustration Using Perceptual Mapping Techniques

Abstract

In their recent work, Ries and Trout (1993) have attributed many market failures to marketers inaccurate assumption that they are fighting a product battle based on reality. They urge marketers to adjust their positioning practices by considering marketing as a battle of perceptions-consumers’ perceptions. While this topic has attracted much attention both among academics and practitioners in the domestic market, little work has been done to suggest how this line of thinking can be applied in an international context. This study illustrates the application of perceptual mapping to help marketers formulate positioning strategies for consumer nondurables (deodorants) across country markets (US and Mexico). © 1999 by The Haworth Press, Inc. All rights reserved.

Publication Date

1-1-2000

Publication Title

Journal of Global Marketing

Volume

13

Issue

2

Number of Pages

85-111

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1300/J042v13n02_06

Socpus ID

0346405315 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/0346405315

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