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Imperial Library
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Index
Title Page
Copyright Page
Dedication
Contents
Foreword
Preface
Part I The Principles of Positioning
1 Great Marketing Starts with Great Positioning
2 Core DNA Matters
3 Genetic Testing
The DNA Test
The Genotype Test
4 The Six Cs of Positioning
5 Positioning and Message Architecture
6 Activation
7 Genetic Engineering
8 Cutting-Edge Revolutions
Part II Aha! in Action: The Practice of Positioning
9 Tile: Delivering Peace of Mind
10 BuildingConnected: Cutting Through the Noise
11 Addepar: Weapon of Choice
12 Synaptics: The Human Interface Revolution
13 Retrotope: The Next Big Thing
14 OpenGov: Charisma in Action
Conclusion
Acknowledgments
Index
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