Contents
The Authors’ and the Book’s Heritage
One Positioning, Multiple Stakeholders
Section One Marketing Strategy—Refine Your Offering and Positioning
Chapter 1 Marketing-Driven Strategy to Make Extraordinary Money
Orvis Company—Excellent Entrepreneurial Positioning
Positioning to Enhance the Value Proposition
Getting Started: Segmentation and Targeting
Virtual Communities: The Ultimate Segment?
An Entrepreneurial Segmentation Example—Tandem’s East
An Entrepreneurial Segmentation Audit
Gaining the Competitive Advantage: Differentiation
Distinctive Competence and Sustainable Competitive Advantage
Tying Together the Value Proposition: Distinctive Competence, ...
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