May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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137
Research Can
Confuse You
T
he question you’re asking yourself is, “Don’t you believe in
research?”
The answer is yes and no.
We believe in certain kinds of research. We also believe in
not getting mesmerized by data, in not trusting your cus-
tomers to give you all the answers, and in trusting your own
instincts. To help us with these likes and dislikes, we return to
the military analogy we employed in our second book,
Marketing Warfare.
The parallels between war and marketing are numerous.
In business, the terrain is the marketplace. The enemy is
the competition. The objective is the consumer’s mind. The
weapons are the media.
Research Is “Intelligence” ...
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