15

25

........................................................................................................................................... 3
......................................................................................................................................... 10
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1 .................................................................................................. 16
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2 .................................................................................................................. 20
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3 ...................................................................................................................... 25
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5 ...................................................................................................................... 36
......................................................................................................... 36
..................................................................................................................... 37
..................................................................................................................... 37
................................................................................................................. 38
......................................................................................................................... 38
..................................................................................................... 39
Porsche ........................................................................................ 39
6 ...................................................................................................................... 41
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 ............................................................................................. 42
......................................................................................................... 42
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7 .......................................................................................................... 47
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8 .......................................................................................................... 51
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9 ...................................................................................................... 55
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 ................................................................................................................................. 58
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10 ................................................................................................ 60
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6,000 .......................................................................................... 63
..................................................................................................................... 63
11 .................................................................................................... 65
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13 ........................................................................................................ 73
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16 ............................................................................................................ 90

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17 ................................................................................................................ 95
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----
CNC

POSITIONINGThe Battle for Your

MindNEW POSITIONING

180

1.
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25

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1
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30


The Aandbook of Social Psychology

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5 115

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3,000
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1
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11%

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Sears Tower
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Mead Corporation Lexis/Nexis

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50 50

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16
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Volvo

IBM

 20 80 Tandy

1986 74
1990 64
44 49

IBM
IBM
OS/2

Lotus Development Corporation

80
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800
Windows
Excel
Excel

1-2-3
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IBM

1-2-3

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Notes

Notes 15

Notes
1990 70 1991 400 1992
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700
1991
19 1994 3
8,000
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70%
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12

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IBM
35

CEO
CEO CEO CEO

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1992

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11

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1988

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Trac Atra
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25

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New Positioning

2002 3