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Marketing 101: Positioning Your Product Or Company

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Executive Summary

Positioning is a critical step in the process of developing a successful company or product. Unfortunately, few companies give much thought to their positioning strategy. A company's "Position" is defined as the view of a company held by its customers or potential customers (the marketplace). The fine art of positioning requires sustained action and effort on the part of the company to build and maintain credibility for their desired position. It is a dynamic process that evolves over time.

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