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NAME: Shelly-Ann Isaac LECTURER: Marilyn Mohammed COURSE: Marketing Management COURSE CODE: BA 3304 (ADM) 3315 ASSIGNMENT: Book Report The Marketing Classic Positioning The Battle For Your Mind By Al Ries and Jack Trout INTRODUCTION The Encarta World Dictionary defines communication in various ways, a message, an act, exchange of information or a means of access. Therefore it is only fair, to endorse the important role that communication plays in society. Despite such, ineffective communication is the cause of business, government, labor and marriage problems throughout the world. Al Ries and Jack Trout recognized the importance of communication, in the delivery of products, goods and services to communities. They discovered a new approach to communication, called 'positioning'. These world-renowned marketing strategists, Ries and Trout, are the authors of the book 'Positioning: The Battle for Your Mind'. This marketing classic, published by McGraw-Hill Companies should be the bible of every marketer. It is written in a very simple format, to make reading interesting and enjoyable. Throughout this marketing...

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