Positioning: The Battle for Your Mind, 20th Anniversary Edition / Edition 3 by Al Ries, Jack Trout | | 9780071359160 | Hardcover | Barnes & Noble
Positioning: The Battle for Your Mind, 20th Anniversary Edition / Edition 3

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

5.0 3
by Al Ries, Jack Trout
     
 

ISBN-10: 0071359168

ISBN-13: 9780071359160

Pub. Date: 12/28/2000

Publisher: McGraw-Hill Professional Publishing

“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

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 Professional Publishing
Publication date:
12/28/2000
Edition description:
List
Pages:
246
Sales rank:
659,880
Product dimensions:
7.70(w) x 8.30(h) x 1.10(d)

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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