182 CHAPTER9POSITIONINGPRODUCTSTHROUGH THELIFECYCLE
- Some of these bases are discussed in David A. Garvin, “Competing on the Eight
Dimensions of Quality,”Harvard Business Review,November-December 1987, pp. 101–9. - See Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of
Brand, Identity, and Image(New York: Free Press, 1997). - See Philip Kotler, “Design: A Powerful but Neglected Strategic Tool,”Journal of Business
Strategy,Fall 1984, pp. 16–21. Also see Christopher Lorenz, The Design Dimension(New York:
Basil Blackwell, 1986). - Christine Bittar, “The Rite Stuff,”Brandweek,September 14, 1998, pp. 28–29.
- See “The 25 Best Sales Forces,”Sales & Marketing Management,July 1998, pp. 32–50.
- For a similar list, see Leonard L. Berry and A. Parasuraman, Marketing Services: Competing
Through Quality(New York: Free Press, 1991), p. 16. - Erin Davies, “Selling Sex and Cat Food,”Fortune,June 9, 1997, p. 36.
- “Four Reasons Nike’s Not Cool,”Fortune,March 30, 1998, pp. 26–27.
- Theodore Levitt, “Marketing Success through Differentiation—of Anything,”Harvard
Business Review,January-February 1980. - Al Ries and Jack Trout, Positioning: The Battle for Your Mind(New York: Warner Books,
1982). - Ries and Trout, Positioning.