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Al Ries - Positioning

Al Ries – Positioning

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Positioning became a roaring success, nthe buzzword of advertising and nmarketing people around the world. nYet the success of the concept had the nunintended consequences of pushing nTrout & Ries out of the advertising nbusiness and into the marketing strategy nbusiness. nAs it turned out, clients didn’t want ntheir advertising agencies to be n”strategic”; they…

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Positioning became a roaring success,
nthe buzzword of advertising and
nmarketing people around the world.
nYet the success of the concept had the
nunintended consequences of pushing
nTrout & Ries out of the advertising
nbusiness and into the marketing strategy
nbusiness.
nAs it turned out, clients didn’t want
ntheir advertising agencies to be
n”strategic”; they wanted them to be
n”creative.” The clients would do their
nown positioning.

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