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Positioning : the battle for your mind

Author: Al Ries; Jack Trout
Publisher: New York ; London : McGraw-Hill, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Al Ries; Jack Trout
ISBN: 0071373586 9780071373586
OCLC Number: 45581014
Notes: "How to be seen and heard in the overcrowded marketplace"--Cover.
"With a new preface by Jack Trout"--Page 4 of cover.
Includes index.
Description: viii, 213 pages ; 21 cm
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.
Responsibility: Al Ries, Jack Trout.
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Abstract:

Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that  Read more...

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