About this paper
For too long, marketing was a ubiquitous term used to describe all things qualitative. Today, marketers use analytics to drive results, they discover new ways to get people excited about old formats, and they strive to understand more about their customers' actions before the sale. Knowing where marketing has been and where it's going can help firms make better decisions. This paper from the HBR.org Insight Center focuses on the best practices for positioning a brand for success.
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