A Fixed Position In A Moving World -- Positioning As A Metaphor


There is no great mystique to the marketing concept of positioning. While it's not as simple as some would make it seem, nor as complex as others would have you believe, it's still very real.

Like so many words used in marketing, positioning has come to be shorthand for some ideas that have come a long way in the pursuit of sound marketing practice. First popularized by Ries and Trout in their 1981 book, Positioning, the concept took a basic advertising practice and codified it in a way that made it possible for other marketers to think differently about approaches to the market.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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