Inhaltsverzeichnis

1.  Positionierung allgemein  4

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2.  Positionierung am Beispiel Ötztal  15

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3.  Literaturverzeichnis  26

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‚‚Spätestens im 21.Jahrhundert christlicher Zeitrechnung ist das Kreative in der Ökonomie als ein wesentlicher Erfolgsschlüssel angekommen. Diese Kreativität muss gelenkt sein. Der Schlüssel dazu muss auf einem Amboss gezielt und gekonnt geschmiedet werden. Dieser Spezielle Erfolgsschlüssel trägt den Namen Positionierung’’ 1

‚‚Positionierung ist das erfolgreichste Marketing auf unserem Planeten.’’ 2

1.1. Einleitung

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1.2. Abgrenzung und Notwendigkeit der

Positionierung

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Abb. 1: Schritte der Zielmarktfestlegung, Quelle: Kotler, P. / Armstrong, G. (2008): S. 235

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1.3. Ziel und Definition

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1.4. USP und Differenzierung

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