Open AccessTheoretical aspects of product positioning
Author(s) -
Liubov Aricova
Publication year - 2022
Publication title -
akademos : revista de ştiinţă, inovare, cultură şi artă
Language(s) - English
Resource type - Journals
eISSN - 2587-3687
pISSN - 1857-0461
DOI - 10.52673/18570461.21.4-63.16
Subject(s) - product (mathematics) , competition (biology) , product service system , marketing , service (business) , new product development , business , field (mathematics) , population , process management , knowledge management , business model , computer science , sociology , ecology , geometry , mathematics , demography , pure mathematics , biology
The article has examined the topical issue actual for contemporary business practice related to product positioning. Despite the interest in positioning, contemporary science has not decided upon relating it to the concept, strategy and complex of practical actions. The question of applying classical solutions in new business conditions for consumers has also remained open. Regarding marketing in the direction of positioning, there is still a significant lack of experience, research, practical recommendations for creating and supporting the product positioning methods in the field of marketing activities of the enterprise. At the same time, the current stage of development of the service sector, the needs of the population, the innovative development of the economy and competition put forward the tasks of improving the management of product positioning.