Welcome Guest
  |   0 items in your shopping cart
 

BROWSE BY STANDARDS

BROWSE BY CATEGORY

***
 
 
Join our mailing list to recieve newsletters
 

Positioning : The Battle for Your Mind, 20th Anniversary Edition

Send to friend
 
Title: Positioning : The Battle for Your Mind, 20th Anniversary Edition
Author: Al Ries, Jack Trout
ISBN: 007053375X / 9780070533752
Format: Soft Cover
Pages: 264
Publisher: TMH
Year: 2012
Availability: Out of Stock
Special Indian Edition
     
 
  • Description
  • Contents

"...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

"One of the most important communication books I've ever read. I recommend it highly!"
--Spencer Johnson, MD, co-author of The One Minute Manager

It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.

The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

Introduction

Chapter 1 : What Positioning is All About
Chapter 2 : The Assault on the Mind
Chapter 3 : Getting Into the Mind
Chapter 4 : Those Little Ladders in Your Head
Chapter 5 : You Can't get There from Here
Chapter 6 : Positioning of a Leader
Chapter 7 : Positioning of a Follower
Chapter 8 : Repositioning the Competition
Chapter 9 : The Power of the Name
Chapter 10 : The No-Name Trap
Chapter 11 : The Free-Ride Trap
Chapter 12 : The Line-Extension Trap
Chapter 13 : When Line Extension Can Work
Chapter 14 : Positioning a Company : Monsanto
Chapter 15 : Positioning a Country : Belgium
Chapter 16 : Positioning a Product : Milk Duds
Chapter 17 : Positioning a Service : Mailgram
Chapter 18 : Positioning a Long Island Bank
Chapter 19 : Positioning the Catholic Church
Chapter 20 : Positioning Yourself & Your Career
Chapter 21 : Six Steps to Success
Chapter 22 : Playing the Positioning Game

Index

 
 
 
About Us | Contact us
loading...
This page was created in 0.34352993965149 seconds