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Positioning as an Effective Marketing Tool to Develop a Company

Author: Viktor V. Ufimtsev, Dr. Sc. (Sociology), Prof. of State & Municipal Governance Dprt; Valentin P. Vershinin, Dr. Sc. (Ec.), Head of General & Special Academic Subjects Dept; Yevgeny M. Mezentsev, general director

Abstract: The article scrutinizes the concept and essence of positioning process as an effective marketing tool applied to form target niches in the market environment and penetrate into them so as to improve company performance.

Key words: marketing; marketing strategy; marketing toolkit; positioning; efficiency of positioning.