... Licensed re-use rights only Publication Positioning Article title Research findings We learn in Marketing 101 that positioning is a key part of developing a marketing strategy. Positioning is the foundation of a branding strategy, and a branding strategy is necessary to differentiate your...

...Rajshekhar G. Javalgi; W. Benoy Joseph; William R. Gombeski Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals...

... of consumers. Discusses implications for service marketers,including how decision framing can effect the positioning of service firms in an industry. Considers how the frame can affect the decision of whether or not to purchase, and how changes in the decision frame might encourage consumers to purchase more...