Ries, Al.
Positioning : the battle for your mind / Al Ries, Jack Trout. ; [with a new foreword by Philip Kotler] - New York : McGraw-Hill, c2001 - viii, 213 p. ; 21 cm.
"How to be seen and heard in the overcrowded marketplace" - Cover.
Introduction. - Ch 1. What Positioning Is All About. - Ch 2. The Assault on the Mind. - Ch 3. Getting Into the Mind. - Ch 4. Those Little Ladders in Your Head. - Ch 5. You Can't Get There from Here. - Ch 6. Positioning of a Leader. - Ch 7. Positioning of a Follower. - Ch 8. Repositioning the Competition. - Ch 9. The Power of the Name. - Ch 10. The No-Name Trap. - Ch 11. The Free-Ride Trap. - Ch 12. The Line-Extension Trap. - Ch 13. When Line Extension Can Work. - Ch 14. Positioning a Company: Xerox. - Ch 15. Positioning a Country : Belgium. - Ch 16. Positioning an Island: Jamaica. - Ch 17. Positioning a Product : Milk Duds. - Ch 18. Positioning a Service: Mailgram. - Ch 19. Positioning a Long Island Bank. - Ch 20. Positioning a New Jersey Bank. - Ch 21. Positioning a ski resort: Stowe. - Ch 22. Positioning the Catholic Church. - Ch 23. Positioning Yourself and Your Career. - Ch 24. Positioning Your Business. - Ch 25. Playing the Positioning Game. - Index.
0071373586
Positioning (Advertising)
659.1 / RIE
Positioning : the battle for your mind / Al Ries, Jack Trout. ; [with a new foreword by Philip Kotler] - New York : McGraw-Hill, c2001 - viii, 213 p. ; 21 cm.
"How to be seen and heard in the overcrowded marketplace" - Cover.
Introduction. - Ch 1. What Positioning Is All About. - Ch 2. The Assault on the Mind. - Ch 3. Getting Into the Mind. - Ch 4. Those Little Ladders in Your Head. - Ch 5. You Can't Get There from Here. - Ch 6. Positioning of a Leader. - Ch 7. Positioning of a Follower. - Ch 8. Repositioning the Competition. - Ch 9. The Power of the Name. - Ch 10. The No-Name Trap. - Ch 11. The Free-Ride Trap. - Ch 12. The Line-Extension Trap. - Ch 13. When Line Extension Can Work. - Ch 14. Positioning a Company: Xerox. - Ch 15. Positioning a Country : Belgium. - Ch 16. Positioning an Island: Jamaica. - Ch 17. Positioning a Product : Milk Duds. - Ch 18. Positioning a Service: Mailgram. - Ch 19. Positioning a Long Island Bank. - Ch 20. Positioning a New Jersey Bank. - Ch 21. Positioning a ski resort: Stowe. - Ch 22. Positioning the Catholic Church. - Ch 23. Positioning Yourself and Your Career. - Ch 24. Positioning Your Business. - Ch 25. Playing the Positioning Game. - Index.
0071373586
Positioning (Advertising)
659.1 / RIE