The New Positioning: The Latest on the World's #1 Business Strategy

The New Positioning: The Latest on the World's #1 Business Strategy

by Jack Trout
     
 

ISBN-10: 0070652910

ISBN-13: 9780070652910

Pub. Date: 09/01/1995

Publisher: McGraw-Hill Companies, The

It's the most famous, most quoted, most misunderstood business strategy of all time. Positioning is not what you do to the product. It's what you do to the mind. But how do you get into a crowded 1990s mind? What if somebody already owns your concept? And what has an era of tumultuous change done to positioning? The New Positioning is the first new body of thought in…  See more details below

Overview

It's the most famous, most quoted, most misunderstood business strategy of all time. Positioning is not what you do to the product. It's what you do to the mind. But how do you get into a crowded 1990s mind? What if somebody already owns your concept? And what has an era of tumultuous change done to positioning? The New Positioning is the first new body of thought in more than a decade on the world's most famous business strategy - written by Jack Trout, the author and marketing strategist who started it all, and Steve Rivkin. The breakthrough 1981 book Positioning: The Battle for Your Mind became a global best-seller in 19 languages. Now its provocative sequel promises to open even more eyes. Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies - on computers, oil companies, television shows, soft ice cream, even political candidates.

Product Details

ISBN-13:
9780070652910
Publisher:
McGraw-Hill Companies, The
Publication date:
09/01/1995
Edition description:
REVISED
Pages:
190
Product dimensions:
8.50(w) x 10.98(h) x 0.71(d)

Table of Contents

Introduction
Pt. 1Understanding the Mind1
1Minds Can't Cope3
2Minds Are Limited9
3Minds Hate Confusion17
4Minds Are Insecure25
5Minds Don't Change33
6Minds Can Lose Focus41
Pt. 2Dealing with Change49
7Repositioning: Where Positioning Is At51
8Repositioning a Software Company57
9Repositioning an Ice Cream Company63
10Repositioning an Accounting Firm71
11Repositioning Political Candidates79
12Repositioning a Television Show87
13Repositioning an Oil Company93
Pt. 3The Tricks of the Trade99
14Minds Work by Ear101
15Secrets to Finding a Good Name111
16Getting Around a Bad Name121
17Naming a Category129
18Research Can Confuse You137
19The Positioning Power of PR145
20Six Positioning Pitfalls155
21The Right People in the Room163
Index169

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