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Success is a great deodorant. -Elizabeth Taylor |
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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Source: In Quotable Business, ed. Louis E. Boone, 1992.
-- Al Ries, (Nov 14 1926-____), US marketing professional, author; Along with Jack Trout, Ries is credited with resurrecting the idea of positioning in the field of marketing