Стратегии позиционирования международных и ориентированных на разные культуры брендов услуг
Блэнксон Ч., Калафатис С.

Предпосылки исследования;
Цель и задачи исследования;
Методика исследования;
Представители широкой публики;
Измерения;
Обсуждение;
Visa Card;
MasterCard;
American Express Card (Amex);
Diners club;
Выводы вклад в теорию и значение для менеджеров;
Ограничения и направления будущих исследований;

Ключевые слова: позиционирование продукта, кредитные карты, исследовательские методы, услуги, финансовые услуги

Аннотация

В статье изучаются стратегии позиционирования четырех брендов кредитных карт (Visa, MasterCard, Amex и Diners Club). Дается оценка согласованности стратегий позиционирования руководством компании и специалистами, имеющими непосредственное отношение к их разработке, и восприятия стратегий позиционирования представителями целевой аудитории.

Журнал: «Маркетинг услуг» — №3, 2008 (© Издательский дом Гребенников)
Объем в страницах: 25
Кол-во знаков: около 39,254

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Блэнксон Чарльз

Доктор философии университета Кингстона, доцент кафедры маркетинга и исполняющий обязанности директора Научной программы на Кафедре маркетинга и логистики Колледжа бизнес-администрирования, Университет Северного Техаса.

Дентон, США

Калафатис Ставрос П.

Преподаватель бизнес-маркетинга в Кингстонской школе бизнеса, Университет Кингстона.

Кингстон, Великобритания

Получил докторскую степень в Университетском колледже Северного Уэльса.