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Many senior living industry professionals have no doubt heard or uttered the phrase "Repositioning the campus." Architects, accountants, marketers, and operators have likely been exposed to this powerful strategic marketing concept. But what does repositioning actually mean? Does a well-conceived positioning strategy help organizations gain a competitive edge, or is positioning simply another short-lived marketing trend? Before these questions can be addressed, it is helpful to understand the basic concept of positioning. An organization's position is based on what customers think of it relative to what they think about its competitors. It is the distinct position an organization holds in terms of image, value and benefits in the minds of consumers.
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