Positioning : the battle for your mind / Al Ries and Jack Trout

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw Hill Education, c1981Description: xii, 246 pages ; 21 cmISBN:
  • 70652635
Subject(s): LOC classification:
  • HF 5827.2 .R54 1981
Contents:
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.
Summary: 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex Relegation Room Gen. Ed. - CBA GC HF 5827.2 .R54 1981 (Browse shelf(Opens below)) c.1 Available NULIB000001009

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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