A Utility Model for Product Positioning

Keeney, Ralph L; Lilien, Gary L

ISBN 10: 1024223590 / ISBN 13: 9781024223590

Published by Hutson Street Press, 2025

About this Item

Seller Inventory # I-9781024223590

Bibliographic Details

• Title: A Utility Model for Product Positioning
• Publisher: Hutson Street Press
• Publication Date: 2025
• Language: English
• ISBN 10: 1024223590
• ISBN 13: 9781024223590
• Binding: Soft cover
• Condition: New

About this title

Synopsis

A Utility Model for Product Positioning, authored by Ralph L. Keeney and Gary L. Lilien, presents a formal approach to understanding and optimizing product positioning strategies. This work delves into the construction and application of a utility model designed to assess consumer preferences and predict market response to various product attributes. The model offers a quantitative framework for businesses aiming to strategically position their products in the marketplace, taking into account consumer behavior and competitive dynamics.

This research is particularly relevant for marketers and managers seeking a structured method for decision-making in product development and marketing campaigns. By employing econometric techniques and management science principles, this model provides a valuable tool for evaluating the potential success of different product positions, enhancing the likelihood of achieving a competitive advantage.

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