Positioning: The Battle for Your Mind

Cover
McGraw Hill Professional, 03.01.2001 - 213 Seiten

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
• Position a follower so that it can occupy a niche not claimed by the leader
• Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

• Use leading ad agency techniques to capture the biggest market share and become a household name
• Build your strategy around your competition's weaknesses
• Reposition a strong competitor and create a weak spot
• Use your present position to its best advantage
• Choose the best name for your product
• Determine when-and why-less is more
• Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

 

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Inhalt

Introduction
1
Chapter 1 What Positioning Is All About
5
Chapter 2 The Assault on the Mind
11
Chapter 3 Getting Into the Mind
19
Chapter 4 Those Little Ladders in Your Head
29
Chapter 5 You Cant Get There from Here
37
Chapter 6 Positioning of a Leader
43
Chapter 7 Positioning of a Follower
53
Xerox
127
Belgium
137
Jamaica
143
Milk Duds
149
Mailgram
153
Chapter 19 Positioning a Long Island Bank
159
Chapter 20 Positioning a New Jersey Bank
167
Stowe
173

Chapter 8 Repositioning the Competition
61
Chapter 9 The Power of the Name
71
Chapter 10 The NoName Trap
85
Chapter 11 The FreeRide Trap
95
Chapter 12 The LineExtension Trap
101
Chapter 13 When Line Extension Can Work
115
Chapter 22 Positioning the Catholic Church
177
Chapter 23 Positioning Yourself and Your Career
183
Chapter 24 Positioning Your Business
193
Chapter 25 Playing the Positioning Game
201
Index
211
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Über den Autor (2001)

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

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