TY  - BOOK
AU  - Ries,Al
TI  - Positioning: the battle for your mind 
SN  - 0071373586
U1  - 650 
PY  - 2001///
CY  - New York, London
PB  - McGraw-Hill
KW  - Positioning (Advertising)
N1  - "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
ER  -