STEVE RIVKIN, former executive vice president of Trout & Ries, Inc. , founded his own marketing consultancy in 1989. His clientsinclude Kraft Foods, Johnson & Johnson, and Tiffany & Co. He is the coauthor with Jack Trout of three books on marketingstrategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning.
FRASER SEITEL has been a communications counselor, lecturer, TVcommentator, and teacher for thirty years and is a prominent publicrelations author. His book, The Practice of Public Relations, isthe world? s number one textbook, used by more than 300, 000 studentsat 200 colleges and universities. In 2000, PRWeek named Seitel "oneof the 100 most distinguished public relations professionals of thecentury."
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