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Obviously Awesome
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You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourse
Positioning for Advantage
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Type: BOOK - Published: 2021-09-07 - Publisher: Columbia University Press

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Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension b
Summary: The New Positioning
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The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy". This complete summary of the
The New Positioning: The Latest on the World's #1 Business Strategy
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In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how
Positioning Theory and Strategic Communication
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In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions