| Abstract: | This paper explores the positioning and creative communication tactics (approaches) employed in the UK plastic card service industry. Using content analysis, the findings provide considerable evidence to suggest that there is an appreciation of the use of creative communication tactics and positioning strategies. Furthermore, the study reveals that, whereas creative communication tactics have patchy attention given to some aspects of it, there is an even spread of the frequency of usage of positioning strategies. The study also provides some generalizations as to the applicability of generic positioning strategies in service industries. Discussion of the shortcomings of the study and future research directions are provided. |
