Positioning: The Battle for Your Mind cover

Positioning: The Battle for Your Mind

Jack Trout, Al Ries

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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.

Genre
Advertising & Promotion Business & Economics Management Training
Pages 224 Pages
Published January 3, 2001
Publisher McGraw-Hill Education
Language English
ISBN 9780071373586
ASIN 0071373586
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