Positioning The Battle for Your Mind 1st edition by Al Ries, Jack Trout – Ebook PDF Instant Download/Delivery: 0071373586, 9780071373586
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ISBN 10: 0071373586
ISBN 13: 9780071373586
Author: Al Ries, Jack Trout
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.
Positioning The Battle for Your Mind 1st Table of contents:
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
Index
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