Positioning Strategies for Service Providers

Positioning Strategies for Service Providers
by Kai F. Mahnert
The following article is concerned with the importance of positioning strategies to a service provider and the associated steps in selecting and supporting such a strategy through the effective management of marketing resources and the development of a competitive advantage through superior quality management. The article is structured into two major sections dealing with a) the selection and b) the support of a firm's positional strategy.
Positioning - A Definition
Positioning is the process of identifying a service provide…