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Positioning: The Battle for Your Mind »
Authors: Al Ries, Jack Trout
ISBN-13: 9780071373586, ISBN-10: 0071373586
Format: Paperback
Publisher: McGraw-Hill Companies, The
Date Published: December 2000
Edition: (Non-applicable)
Author Biography: Al Ries
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.
Book Synopsis
This business classic deals with the problems of communicating to a skeptical, media-blitzed public.
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 |
Subjects
