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Positioning : the battle for your mind / Al Ries, Jack Trout

Author
Ries, Al
Published
New York ; London : McGraw-Hill, [2001]
Copyright Date
©2001
Physical Description
1 online resource (x, 213 pages)
Additional Creators
Trout, Jack
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Contents
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: Xerox -- Positioning a Country: Belgium -- Positioning an Island: Jamaica -- Positioning a Product: Milk Duds -- Positioning a Service: Mailgram -- Positioning a Long Island Bank -- Positioning a New Jersey Bank -- Positioning a ski resort: Stowe -- Positioning the Catholic Church -- Positioning Yourself and Your Career -- Positioning Your Business -- Playing the Positioning Game.
Summary
"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: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market - and stays there; position a follower so that it can occupy a niche not claimed by the leader; and, avoid letting a second product ride on the coattails of an established one." Positioning" also shows you how to: use leading ad agency techniques to capture the biggest market share and become a household name; build your strategy around your competition's weaknesses; reposition a strong competitor and create a weak spot; use your present position to its best advantage; choose the best name for your product; determine when - and why - less is more; and, analyze recent trends that affect your positioning. 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
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: * Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there * Position a follower so that it can occupy a niche not claimed by the leader * Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: * Use leading ad agency techniques to capture the biggest market share and become a household name * Build your strategy around your competition's weaknesses * Reposition a strong competitor and create a weak spot * Use your present position to its best advantage * Choose the best name for your product * Determine when-and why-less is more * Analyze recent trends that affect your positioning. 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.
Subject(s)
ISBN
9780071705875 (electronic book)
0071705872 (electronic book)
9780071373586
0071373586
9781283357630
1283357631
Note
"How to be seen and heard in the overcrowded marketplace"--Cover
"With a new preface by Jack Trout"--Page 4 of cover
"With a new foreword by Philip Kotler"--Cover
Includes index.
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