Document Type
Book Chapter
Abstract
Brand positioning is conceptualised as a management decision process that consists of three levels.
RIS ID
38472
COinS
Book Chapter
Brand positioning is conceptualised as a management decision process that consists of three levels.
38472
Publication Details
Rossiter, J. R. (2011). Brand positioning: The three-level positioning procedure. In M. D. Uncles (Eds.), Perspectives on Brand Management (pp. 61-74). Pranhran, Victoria: Tilde University Press/Palgrave Macmillan.