Positioning
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 therePosition a follower so that it can occupy a niche no
1 online resource (224 pages)
9780071705875, 0071705872
1024270287
Cover Page
Positioning: The Battle for Your Mind
Copyright Page
Dedication
Contents
Introduction
Chapter 1. What Positioning is All About
Chapter 2. The Assault on the Mind
Chapter 3. Getting Into the Mind
Chapter 4. Those Little Ladders in Your Head
Chapter 5. You Can't Get There from Here
Chapter 6. Positioning of a Leader
Chapter 7. Positioning of a Follower
Chapter 8. Repositioning the Competition
Chapter 9. The Power of the Name
Chapter 10. The No-Name Trap
Chapter 11. The Free-Ride Trap
Chapter 12. The Line-Extension Trap Chapter 13. When Lina Extension Can Work
Chapter 14. Positioning a Company: Xerox
Chapter 15. Positioning a Country: Belgium
Chapter 16. Positioning an Island: Jamaica
Chapter 17. Positioning a Product: Milk Duds
Chapter 18. Positioning a Service: Mailgram
Chapter 19. Positioning a Long Island Bank
Chapter 20. Positioning a New Jersey Bank
Chapter 21. Positioning a ski resort: Stowe
Chapter 22. Positioning the Catholic Church
Chapter 23. Positioning Yourself and Your Career
Chapter 24. Positioning Your Business
Chapter 25. Playing the Positioning Game
Index
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