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

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

by Jack Trout
     
 

ISBN-10: 0070653283

ISBN-13: 9780070653283

Pub. Date: 05/28/1997

Publisher: McGraw-Hill Professional Publishing

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

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Overview

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

Product Details

ISBN-13:
9780070653283
Publisher:
McGraw-Hill Professional Publishing
Publication date:
05/28/1997
Edition description:
List
Pages:
173
Product dimensions:
5.90(w) x 8.90(h) x 0.49(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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