{"title":"绿色定位策略与绿色品牌定位策略联动探索:定性研究","authors":"Mihail V. Stoica","doi":"10.5171/2021.127140","DOIUrl":null,"url":null,"abstract":"The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.","PeriodicalId":178676,"journal":{"name":"Journal of Marketing Research and Case Studies","volume":"25 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study\",\"authors\":\"Mihail V. Stoica\",\"doi\":\"10.5171/2021.127140\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.\",\"PeriodicalId\":178676,\"journal\":{\"name\":\"Journal of Marketing Research and Case Studies\",\"volume\":\"25 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-12-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Research and Case Studies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5171/2021.127140\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Research and Case Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5171/2021.127140","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study
The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.
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