Skip to content. Skip to navigation

The Buresund Pages

Personal tools

Sections

You are here: Home → Books → p → Positioning

News: Amazon linkage working again! 2008-11-04; Switch-over from Drupal to Plone 2007-09-12; More news…

Log in: Login Name

Password

Cookies are not enabled. You must enable cookies before you can log in.; Forgot your password?

Document Actions

Positioning, 2^nd Ed.

The Battle for Your Mind

Al Ries, Jack Trout

Publisher: Warner / Grand Central Publishing / Hachette, 1986 , 213 pages

ISBN: 0-446-34794-9

Keywords: Marketing

Synopsis:

Toggle Synopsis

The concept that sparked a revolution in advertising is the principle that can revolutionize your life. With it, you can beat the competition and win the battle for recognition in an overcrowded, media-blitzed marketplace. You can position anything: product, politician, country, company, career. This is the book that shows you:

How to use Madison Avenue techniques to win the war for your prospects mind
How to find and use the competition's weakest link and build your strategy around it
How to reposition a strong competitor and create a weak spot
How to use your present position to its best advantage
How and how not to choose a name for your product
Why — and when — less is more
How recent trends affect your positioning

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: Xerox
Chapter 15. Positioning a Country: Belgium
Chapter 16. Positioning an Island: Jamaica
Chapter 17. Positioning a Product: Milk Duds
Chapter 18. Positioning a Service: Mailgram
Chapter 19.Positioning a Long Island Bank
Chapter 20. Positioning a New Jersey Bank
Chapter 21. Positioning a Ski Resort: Stowe
Chapter 22. Positioning the Catholic Church
Chapter 23. Positioning Yourself and Your Career
Chapter 24. Positioning Your Business
Chapter 25. Playing the Positioning Game

Reviews:

Positioning

by Roland Buresund — last modified 2009-09-01 03:52

Rating: ********** (Excellent)

Mandatory reading. If you don't read and understands this, you don't have anything to do in the business world.

This site conforms to the following standards: