Positioning: The Battle for Your Mind / Edition 1

Positioning: The Battle for Your Mind / Edition 1

4.3 9
by Al Ries, Jack Trout
     
 

This business classic deals with the problems of communicating to a skeptical, media-blitzed public. See more details below

Overview

This business classic deals with the problems of communicating to a skeptical, media-blitzed public.

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

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