Market segmentation in the context of "Demographic profile"

In marketing, positioning is the mental perception of a product or brand by customers. Brand and product positioning methods include product differentiation, advertising, market segmentation, and business models such as the marketing mix.

The origins of the concept of positioning concept are unclear. Scholars suggest that it may have emerged from the burgeoning advertising industry in the period following World War I. The concept was popularised by advertising executives Al Ries and Jack Trout and further developed by academics Schaefer and Kuehlwein, who extended the concept to include the meaning carried by a brand. Positioning is now a regular marketing activity and forms part of overarching marketing strategy theory.

An imprint of a publisher is a trade name under which it publishes a work. A single publishing company may have multiple imprints, often using the different names as brands to market works to various demographic consumer segments.

In marketing, a value proposition is the economic value that a company or product delivers to its market segment of customers. The phrase was coined by McKinsey consultants Michael Lanning and Edward Michaels in 1988.

Value propositions facilitate product differentiation and market positioning and form part of a company's overall marketing strategy. A customer's value proposition is the perceived subjective value of a product or service, and it may differ from the value proposition that a company has constructed as part of its marketing strategy.