Three things to keep in mind.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
There is no great mystique to the marketing concept of positioning. While it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real.
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Like so many words used in marketing, positioning has come to be shorthand for some ideas that have come a long way in the pursuit of sound marketing practice. First popularized by Ries and Trout in their 1981 book, “Positioning,” the concept took a basic advertising practice and codified it in a way that made it possible for other marketers to think differently about approaches to the market.
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