Positioning: The Battle for Your Mind

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McGraw-Hill Education, Dec 13, 2000 - Business & Economics - 213 pages
144 Reviews
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

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Review: Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

User Review  - Chad Warner - Goodreads

This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic ... Read full review

Review: Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

User Review  - Goodreads

Positioning is a marketing classic and an interesting read. Normally you build a marketing plan around the “four Ps”—Product, Price, Place, and Promotion. Positioning is a revolutionary idea ... Read full review

Contents

Introduction
1
What positioning is all about
5
The assault on the mind
11
Copyright

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Marketing Engineering

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About the author (2000)

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

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