POSITIONING. THE MARKETING CLASSIC. TROUT J. Księgarnia

Postioning. The Battle for Your Mind

'One of the most important communication books I've ever read. I highly recommend it!'

Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager

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.

THIS IS THE BOOK THAT SHOWS YOU HOW TO:

- Use Madison Avenue techniques to capture the biggest market share and become a household name;

- Build your strategy around your competition's weaknesses,

- Use your present position to its best advantage,

- Choose the best name for your product,

- Determine when-and why-less is more,

- Analyze trends that can affect your positioning,

- And more!

Positioning is required reading for anyone in business today.

Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

Table of Contents

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.

213 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.