Author:
Cunningham, Andrea, author.
Edition Statement:1 Edition.
Imprint:New York : McGraw-Hill Education, 2017.
Descriptionxv, 251 pages : ills. ; 24 cm
Note:Part 1. The Principles of positioning -- Great marketing starts with great positioning -- Core DNA matters -- Genetic Testing -- The six Cs of positioning -- Positioning and message architecture -- Activation -- Genetic engineering -- Cutting-edge revolutions -- Part II. Aha! in Action: The practice of positioning -- Title: Delivering peace of mind -- BuildingConnected: Cutting through the noise -- Addepar: weapon of choice -- Synaptics: the human interface revolution -- Retrotope: the next big thing -- OpenGov: Charisma in action.
