ABSTRACT
https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780080501277/46f3fe21-8f6e-484c-9030-9772da6c3280/content/fig7_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> This chapter explores two central issues in marketing today:
The identification and selection of target market or markets that the organization will seek to serve.
The creation of a competitive advantage in serving those chosen markets.
Together these choices constitute the competitive positioning of the firm in its marketplace and all major decisions should be geared up to achieving and reinforcing that positioning.