Pavel OblakovPublished in:
Russian Journal of Entrepreneurship
– № 10-2 / October, 2011



Keywords: A. Ries, classical concept of marketing, comparison, J. Trout, Kotler, positioning, positioning concept of marketing


Share:

Abstract:

The article reveals the essence of the classical marketing concept and the concept of positioning. It describes the criteria for their applicability to a particular market and identified the ways to choose between these concepts on the basis of the available marketing data. Keywords: classical concept of marketing,

---

References:
1. George A. Miller. The Magical Number Seven, Plus or Minus Two. // The Psychological Review, 1956, vol. 63, pp. 81–97.
2. Golubkov E.P. Osnovy marketinga. – M.: Izdatelstvo «Finpress», 1999. – 650 s.
3. Druker P. Klassicheskie raboty po menedzhmentu / per. s angl. I. Grigoryan i dr. – M.: Skolkovo, 2008. – 218 s.
4. Kotler F. Marketing. Menedzhment: Analiz, planirovanie, vnedrenie, kontrol. – SPb.: Piter Kom, 1999.– 896 s.
5. Kotler F., Armstrong G., Sonders Dzh., Vong V. Osnovy marketinga / Obsch. red. N. V. Shulpinoy. – M.: Vilyams, 2000. – 943 s.
6. Lamben Zh.–Zh. Strategicheskiy marketing. Evropeyskaya perspektiva. – SPb. : Nauka, 1996. – 589 s.
7. Pankrukhin A.P. Marketing. – M.: Omega–L, 2005. – 656 s.
8. Rays E., Traut Dzh. 22 neprelozhnyh zakona marketinga. – M.: AST: LYuKS, 2005. – 156 s.
9. Rays E., Traut Dzh. Marketingovye voyny. – M.: Piter, 2006. – 254 s.
10. Rays E., Traut Dzh. Pozitsionirovanie. Bitva za umy. – M.: Piter, 2007. – 327 s.
11. Traut Dzh., Rivkin S. Differentsiruysya ili umiray! Vyzhivanie v epokhu ubiystvennoy konkurentsii. – M.: Piter, 2007 g. – 287 s.
12. Uebster F. Osnovy promyshlennogo marketinga. – M.: Izdatelskiy Dom Grebennikova, 2005. – 416 s.