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Although positioning has proven extremely successful in helping marketers of consumer goods differentiate their brands, it has been slow to catch on in the business-to-business arena. Here, competitors still rely on wooing customers with feature superiority.
But with technical advantage hard to gain (and even harder to keep), product life cycles declining and competition growing, more and more business-to-business marketers are turning to emotional selling propositions – an appeal to the heart as well as the head that’s more enduring than the product itself.
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