Al Ries and Jack Trout wrote their seminal book – Positioning. The Battle for Your Mind – in 1981. Nine years prior to the publication of the book, they wrote a long article – The Positioning Era Cometh – in Advertising Age. Since then, the positioning concept has become an integral part of marketing and advertising the world over. Ideally, you should buy the book; however, if you do not want to, the attached article will give you a great idea about positioning, the way Ries and Trout saw it.
Read the article here
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