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

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

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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: 9780071369190
Publisher: McGraw-Hill Education
Publication date: 05/22/1997
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 173
Sales rank: 974,454
File size: 385 KB

About the Author

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

Minds Can't Cope
Minds are Limited
Minds Hate Confusion
Minds Are Insecure
Minds Don't Change
Minds Can Lose Focus

Part II: Dealing with Change
Repositioning: Where Positioning Is At
Repositioning a Software Company
Repositioning an Ice Cream Company
Respositioning an Accounting Firm
Repositioning Political Candidates
Repositioning a Television Show
Repositioning an Oil Company

Part III: The Tricks of the Trade
Minds Work by Ear
Secrets to Finding a Good Name
Getting Around a Bad Name
Naming a Category
Research Can Confuse You
The Positioning Power of PR
Six Positioning Pitfalls
The Right People in the Room

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