AL Ries - Positioning - eBook
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Positioning became a roaring success, the buzzword of advertising and marketing people around the world. Yet the success of the concept had the unintended consequences of pushing Trout & Ries out of the advertising business and into the marketing strategy business.
As it turned out, clients didn't want their advertising agencies to be "strategic"; they wanted them to be "creative." The clients would do their own positioning.