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Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

Sustained growth depends on how broadly you define your business—and how carefully you gauge your customers’ needs. by Theodore Levitt Every major industry was once a growth industry. But some that ...

One of the most common complaints among marketing professionals is the lack of respect they receive from the rest of their company. This is especially true in technology- and science-based companies.