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Essay text:
The book provides ample illustrative cases as well as for positioning correctly.
Book Review
The basic approach of positioning is not to create something new and different, but to manipulate what's already in the mind and to retie the connections that already exist. The question most frequently asked by positioning skeptics is, "Why?" Why do we need a new approach to advertising and marketing? The answer is that we have become an over communicated society. In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation...
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