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国际营销理论界在2001年举办的“20世纪最有影响力的营销理论”评选中,当选的不是菲里普·科特勒影响深远的“营销管理”理论,也不是唐·E·舒尔兹的如日中天的“整合营销传播”理论,而是20多年前由杰克·特劳特与艾里斯提出的“品牌定位”理论于是,“定位热”在世界营销界再度兴起,各种关于定位的良莠不齐营销理论,各种的特劳特撰写的真假难辨的书稿,成了国内营销书籍的出版热门,定位又成了国内广告与营销界讨论较多的一个动词。然而,我们对于“定位”的关注,
In 2001, the “Most Influential Marketing Theory in the 20th Century” organized by international marketing theory circles was not the “marketing management” theory influenced by Philip Kotler, nor was it Tang E · Schultz’s heyday of “integrated marketing communications” theory, but “brand positioning” theory put forward by Jack Trout and Erice more than 20 years ago, so “positioning hot” in the world The rise of marketing again, all kinds of good and bad on the positioning of marketing theory, a variety of Truth written difficult to distinguish the true manuscript has become a popular domestic marketing books, positioning has become more discussion of domestic advertising and marketing A verb However, we are concerned about the “positioning”