Marketing: Positioning Your Offering
Lecture no. 52 from the course: Critical Business Skills for Success
Taught by Professor Michael A. Roberto and 4 others | 29 min | Categories: The Great Courses Plus Online Professional Development Courses
Many products fail because marketers fail to communicate their true value. Here, Professor Hamilton takes you step-by-step through the positioning process, designed to create and communicate value. Case studies you’ll learn from include Volvo in the 1980s, the emergence of DVRs, and a Washington, D.C., bike-sharing program.