Positioning: The Battle for Your Mind, 20th Anniversary Edition

Inbunden, Engelska, 2000

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The first book to deal with the problems of communicating to a skeptical public, Positioning describes the revolutionary approach to creating a “position” in a prospective customer’s mind that reflects a company’s own strengths and weaknesses as well as those of its competitors. Fully updated and revised.

Produktinformation

Utgivningsdatum2000-12-16
Mått195 x 210 x 25 mm
Vikt526 g
FormatInbunden
SpråkEngelska
Antal sidor272
Upplaga3
FörlagMcGraw-Hill Education
ISBN9780071359160

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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: Monsanto. Chapter 15: Positioning a Product: Milk Duds. Chapter 16: Positioning a Service: Mailgram. Chapter 17: Positioning a Long Island Bank. Chapter 18: Positioning the Catholic Church. Chapter 19: Positioning Yourself & Your Career. Chapter 20: Six Steps to Success. Chapter 21: Playing the Positioning Game.