This book is by two authors, Rivkin and Trout, where the latter is also one of the co-founders of the positioning theory. The authors showcased the relevance of positioning as a positive marketing strategy, and share their combined years of marketing experience.The technology which surrounds ustoday has definitely played significant roles in our lives, affecting us in manyaspects. Moreover, advances in theIT industry have been so great thatnumerous technologies havechanged the way we live, work and play.As devices, software and Internetbased offerings get introduced in the market, we are now being exposed to more and more products, brands and value propositions. This especially holds true in the world of technology, as competition is exceptionally stiff with companies trying to vie for their share of the customers’ attention. And this where positioning, which is what this classic marketing book is all about, offers a solution