Positioning : the battle for your mind

Positioning the battle for your mind

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...

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Detalles Bibliográficos
Otros Autores: Ries, Al, author (author), Trout, Jack, author
Formato: Libro electrónico
Idioma:Inglés
Publicado: New York : McGraw-Hill [2001]
Edición:1st edition
Materias:
Positioning (Advertising)
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628794506719
Tabla de Contenidos:
  • Cover
  • 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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