According to the textbook positioning is so important that it should be a single-minded concept, an umbrella from which everything else in the organization flows.

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Positioning is considered a foundational concept in marketing that guides the strategic direction of a company and its offerings. It ensures that all aspects of the organization's activities, including product development, communication, and distribution strategies, are aligned to create a distinct and desirable place in the minds of the target consumers.

According to the Textbook Positioning Is So Important That It