Positioning: The Battle for Your Mind (20th Anniversary Edition) / Edition 3

by Al Ries, Jack Trout

Overview

“Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....”—David Bohnett, Chairman and Founder of GeoCities

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:	9780071359160
Publisher:	McGraw Hill LLC
Publication date:	01/28/2001
Edition description:	20th Anniversary Edition
Pages:	272
Product dimensions:	7.70(w) x 8.30(h) x 1.00(d)

About the Author

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.

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

Table of Contents

	Introduction	1
Chapter 1.	What Positioning Is All About	5
Chapter 2.	The Assault on the Mind	11
Chapter 3.	Getting Into the Mind	21
Chapter 4.	Those Little Ladders in Your Head	33
Chapter 5.	You Can't Get There from Here	43
Chapter 6.	Positioning of a Leader	51
Chapter 7.	Positioning of a Follower	65
Chapter 8.	Repositioning the Competition	77
Chapter 9.	The Power of the Name	89
Chapter 10.	The No-Name Trap	107
Chapter 11.	The Free-Ride Trap	119
Chapter 12.	The Line-Extension Trap	127
Chapter 13.	When Line Extension Can Work	145
Chapter 14.	Positioning a Company: Monsanto	159
Chapter 15.	Positioning a Country: Belgium	171
Chapter 16.	Positioning a Product: Milk Duds	179
Chapter 17.	Positioning a Service: Mailgram	183
Chapter 18.	Positioning a Long Island Bank	191
Chapter 19.	Positioning the Catholic Church	199
Chapter 20.	Positioning Yourself & Your Career	207
Chapter 21.	Six Steps to Success	219
Chapter 22.	Playing the Positioning Game	229
	Index	245

What People are Saying About This

David Bohnett

Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....
—(David Bohnett, Chairman and Founder of GeoCities)