Positioning The Battle for Your Mind

ISBN-10: 0071359168

ISBN-13: 9780071359160

Edition: 3rd 2001 (Revised)

Authors: Al Ries, Jack Trout

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Description:

"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 GeoCitiesA handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals-including tens of thousands of Ries and Trout groupies, worldwide-the work that forever changed the way marketing strategy is done. This new 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, and includes numerous examples of campaigns that followed, or didn't follow, Ries and Trout's thinking.
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Book details

List price: $26.95
Edition: 3rd
Copyright year: 2001
Publisher: McGraw-Hill Companies, The
Publication date: 1/18/2001
Binding: Hardcover
Pages: 246
Size: 7.50" wide x 8.00" long x 1.00" tall
Weight: 1.430
Language: English

Introduction
What Positioning Is All About
The Assault on the Mind
Getting Into the Mind
Those Little Ladders in Your Head
You Can't Get There from Here
Positioning of a Leader
Positioning of a Follower
Repositioning the Competition
The Power of the Name
The No-Name Trap
The Free-Ride Trap
The Line-Extension Trap
When Line Extension Can Work
Positioning a Company: Monsanto
Positioning a Country: Belgium
Positioning a Product: Milk Duds
Positioning a Service: Mailgram
Positioning a Long Island Bank
Positioning the Catholic Church
Positioning Yourself and Your Career
Six Steps to Success
Playing the Positioning Game
Index
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