Positioning : the battle for your mind / Al Ries and Jack Trout
Material type:
TextPublication details: New York : McGraw Hill Education, c1981Description: xii, 246 pages ; 21 cmISBN: - 70652635
- HF 5827.2 .R54 1981
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National University - Manila | LRC - Annex Relegation Room | Gen. Ed. - CBA | GC HF 5827.2 .R54 1981 (Browse shelf(Opens below)) | c.1 | Available | NULIB000001009 |
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| GC HF 5549.5 .V35 1978 Mathematics of manpower planning / | GC HF 5549.5.C67 .H46 1982 Merit pay : linking pay increases to performance ratings / | GC HF 5549.5.T7 .W67 1986 Workplace literacy / | GC HF 5827.2 .R54 1981 Positioning : the battle for your mind / | GC HF 1017 .M33 1985 c.1 Statistics for business and economics / | GC HF 1017 .M33 1985 c.2 Statistics for business and economics / | GC HF 1017 .M33 1985 c.3 Statistics for business and economics / |
Includes index.
Introduction -- What Positioning Is All About -- The 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 -- The Power of the Name -- The No-Name Trap -- The Free-Ride Trap -- The 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.
Discusses the new, key advertising concept of positioning, explaining ways companies can create a "position" in the client's mind when launching ad campaigns, with many fascinating case histories and helpful pointers.
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