Contributor Tag

Tim Calkins

Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management, Evanston, Ill.

Featured Article

Featured

Positioning to win

  • Feature

Roofing can be an intensely competitive business with many contractors fighting to win each available job. Companies must decide how to compete for customers, and there only are two ways to compete: be cheap, or be different. Companies who choose to be different should understand the concept of positioning. If implemented correctly, positioning can lead to improved marketing efforts, revenue growth and profits for your company.

More from the Author

;