Document Type

Book Chapter

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.

Abstract

Brand positioning is conceptualised as a management decision process that consists of three levels.

RIS ID

38472

Download

Share

COinS