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ERIC SINK ON THE BUSINESS OF SOFTWARE by Eric Sink

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FifteenMARKETING IS NOT APOST-PROCESSING STEP

The next three chapters are a miniseries on fundamental marketing concepts. This one is about product positioning. I wrote it back in June 2003. Since then, it has been very popular. In fact, if you do a Google search on the words product positioning, this article is usually the number-one or number-two result. The log files from my Web server indicate that I consistently get traffic that way, which I have always imagined to be a stream of college students studying marketing. I wonder how many times college professors all over the world have had to tell their students to "ignore that geek from Illinois" and focus on stuff written by the real experts in the field.

FRIDAY, JUNE 6, 2003

In many small ...

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