In a world saturated with products, brands, and messages, carving out a distinct space in the consumer's mind is paramount. This book delves into the art and science of positioning, a concept that revolutionized marketing by focusing not on the product itself but on how it is perceived in the customer's mind. The authors, marketing pioneers Al Ries and Jack Trout, present a compelling argument that success lies in owning a unique position that differentiates a brand amidst fierce competition.

• Positioning starts with perception: Marketing battles are won or lost based on how the...
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