LibGuides: BA 252: Principles of Marketing: Week 5

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Themes:

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Marketing: Real People, Real Choices (11th Edition)

By Michael R. Solomon

Chapter 7

The Ins and Outs of SWOT Analysis for Marketing Growth
(Entrepreneur) Use this remarkable tool to realign your marketing campaign with what will give you the best results.

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Suggested Publications and Databases:

Theme:

Segmentation, Target Marketing, and Positioning

Marketing: Real People, Real Choices (11th Edition)

By Michael R. Solomon

Chapter 7

Positioning
(Entrepreneur) How you differentiate your product or service from that of your competitors and then determine which market niche to fill .
Rise of the buy-It-for-lifers
(AMA) Emotional connection has long been the goal of brands yearning to gain pathological loyalty from consumers. A burgeoning consumer movement asks: What about selling stuff that lasts?
What is Positioning in a Marketing Plan?
(Chron.) Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers.