The seminal 1982 book that coined and defined "positioning" and illustrated it with good and bad consumer-market examples. Cited as foundational background but explicitly not a working method — it describes what positioning is without prescribing a repeatable process for doing the work. Contrast with Dunford's Five-Part Positioning Framework, April Dunford's own process-oriented framework built specifically for B2B tech companies, presented as the practical successor for teams that need to actually produce a positioning statement rather than just understand the concept.