Positioning : the battle for your mind /
Al Ries, Jack Trout.
- New York ; London : McGraw-Hill, c2001.
- viii, 213 p. ; 21 cm.
"How to be seen and heard in the overcrowded marketplace"--Cover. "With a new preface by Jack Trout"--P. [4] of cover. Includes index.
Introduction: "Positioning" is the first body of thought to come to grips with the problems of communicating in an over communicated society -- What positioning is all about -- Assault on the mind -- Getting into the mind -- Those little ladders in your head -- You can't get there from here -- Positioning of a leader -- Positioning of a follower -- Repositioning the competition -- Power of the name -- No-name trap -- Free-ride trap -- Line-extension trap -- When line extension can work -- Positioning a company, Xerox -- Positioning a country, Belgium -- Positioning an island, Jamaica -- Positioning a product, Milk Duds -- Positioning a service, Mailgram -- Positioning a Long Island bank -- Positioning a New Jersey bank -- Positioning a ski resort, Stowe -- Positioning the Catholic Church -- Positioning yourself and your career -- Positioning your business -- Playing the positioning game.