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Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplaceby Al Ries
Synopses & Reviews
"One of the most important communication books I've ever read. I highly recommend it!"
Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager
"...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
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
Positioning also shows you how to:
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
This text deals with the problems of communicating in an overcommunicated society. It shows how to "position" a company within the mind of the prospective buyer/customer and how to stay there. The book reveals case histories and anecdotes of successes and failures in the world of advertising.
About the Author
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.
Table of Contents
Chapter 1. What Positioning Is All About.
Chapter 3. Getting Into the Mind.
Chapter 5. You Can't Get There From Here.
Chapter 7. Positioning of a Follower.
Chapter 9. The Power of the Name.
Chapter 11. The Free-Ride Trap.
Chapter 13. When Line Extension Can Work.
Chapter 15. Positioning a Country: Belgium.
Chapter 17. Positioning a Product: Milk Duds.
Chapter 19. Positioning a Long Island Bank.
Chapter 21. Positioning a Ski Resort: Stowe.
Chapter 23. Positioning Yourself and Your Career.
Chapter 25. Playing the Positioning Game.