Positioning: The Battle for Your Mind / Edition 1

Positioning: The Battle for Your Mind / Edition 1

4.3 9
by Al Ries, Jack Trout
     
 

View All Available Formats & Editions

ISBN-10: 0070652643

ISBN-13: 9780070652644

Pub. Date: 10/01/1985

Publisher: McGraw-Hill Companies, The

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals-including tens of thousands of Ries and Trout groupies, worldwide-the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a

Overview

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals-including tens of thousands of Ries and Trout groupies, worldwide-the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.

Product Details

ISBN-13:
9780070652644
Publisher:
McGraw-Hill Companies, The
Publication date:
10/01/1985
Edition description:
REV
Pages:
213

Table of Contents

Introduction1
Chapter 1.What Positioning Is All About5
Chapter 2.The Assault on the Mind11
Chapter 3.Getting Into the Mind21
Chapter 4.Those Little Ladders in Your Head33
Chapter 5.You Can't Get There from Here43
Chapter 6.Positioning of a Leader51
Chapter 7.Positioning of a Follower65
Chapter 8.Repositioning the Competition77
Chapter 9.The Power of the Name89
Chapter 10.The No-Name Trap107
Chapter 11.The Free-Ride Trap119
Chapter 12.The Line-Extension Trap127
Chapter 13.When Line Extension Can Work145
Chapter 14.Positioning a Company: Monsanto159
Chapter 15.Positioning a Country: Belgium171
Chapter 16.Positioning a Product: Milk Duds179
Chapter 17.Positioning a Service: Mailgram183
Chapter 18.Positioning a Long Island Bank191
Chapter 19.Positioning the Catholic Church199
Chapter 20.Positioning Yourself & Your Career207
Chapter 21.Six Steps to Success219
Chapter 22.Playing the Positioning Game229
Index245

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >