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Positioning of companies at the dawn of the era of marketing customization


Ekaterina Zhuk
(about the author)

Zhuk Ekaterina Sergeevna – Candidate of Science, Economics, Associate professor at the Chair of Marketing and Communications in Business, Southern Federal University, Rostov-on-Don

Published in:
Russian Journal of Entrepreneurship
– № 18 / September, 2014



Keywords: differentiation, mass customization, positioning, segmentation, strategic position


Citation:
Ekaterina Zhuk (2014). Positioning of companies at the dawn of the era of marketing customization. Russian Journal of Entrepreneurship, 15(18), 184-196. — url: http://bgscience.ru/com/lib/4751


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Abstract:

The article highlights the problem of relevance and effectiveness of using the key technologies, methods and tools of positioning theory by companies, their compliance with the challenges of today’s market in the conditions of changing the conduct of all its subjects.







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