Abstract Many results have been achieved by the domestic and foreign scholars since the notion of positioning was introduced into marketing field. Nevertheless, no agreement has been reached about the understanding of positioning during the theory development. The key issue of positioning theory is to solve the problem of "connotation, extension, and method". Proceed from the actual conditions, this article makes a thorough review of the main progress of these three key issues in research. And the future directions have been proposed.
Keywords Marketing, Positioning, Positioning point
(Source: LI Fei, HU Kai, MI Bu, Journal of Marketing Science, 2011, 7(1))