Posted on 15 February 2012.
In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect’s mind of what the product can offer or mean. A clear position in the prospect’s mind should be one of the most important goals in marketing. The marketing endeavor in any company should be focused on achieving a desired position in a prospect’s mind. A marketer must be able to distinguish between real positioning options and wishful thinking, because the barrier between these two is very thin and could lead to success or failure. A strong brand and an enduring position should be planned and attained together by any Small and Medium Enterprise, because they can differentiate the survivors from the perished, the winners from the losers, and the leaders from the pursuers.
Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises (810.1 KiB, 722 hits)
Posted in Economics, Volume II, Issue no. 1
Posted on 15 February 2011.
The marketing – entrepreneurship interface at corporate level has generated many debates and studies in the last two decades, both in marketing and entrepreneurship fields. Certain elements of marketing orientation and approach may be used in the development of entrepreneurial processes, while entrepreneurial orientation and behaviour enhance the marketing performance of a company which operates in a dynamic environment. This paper presents the concept of entrepreneurial marketing, a proposed entrepreneurial marketing model, as well as the partial result of a preliminary test of this model.
The marketing entrepreneurship and the SMEs competitiveness (78.7 KiB, 1,763 hits)
Posted in Economics, Issue no. 2