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Describes an approach to creating a "position" in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.
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: Xerox.
Chapter 15. Positioning a Country: Belgium.
Chapter 16. Positioning an Island: Jamaica.
Chapter 17. Positioning a Product: Milk Duds.
Chapter 18. Positioning a Service: Mailgram.
Chapter 19. Positioning a Long Island Bank.
Chapter 20. Positioning a New Jersey Bank.
Chapter 21. Positioning a Ski Resort: Stowe.
Chapter 22. Positioning the Catholic Church.
Chapter 23. Positioning Yourself and Your Career.
Chapter 24. Positioning Your Business.
Chapter 25. Playing the Positioning Game.
|Authored By||Al Ries, Jack Trout|
|Publisher||Tata McGraw - Hill Education|
|Number of Pages||213 Pages|
Even though the book was written 30 years back, the concepts are still very relevant today. For anyone who wants to know about Positioning a brand - this is a MUST READ.
The authors made predictions (some of them were off target) and many have been spot on. I highly recommend it for anyone who wants to learn how a brand can and should be positioned.
I came to know about this book after reading an interview of a popular and well-known marketing manager. Though, neither am having any marketing experience nor having an MBA, I believe the learning's from this book could be applied in every field of life. Simple to read. Explains events pertaining to marketing terminology in an easy way.
Have to start my review with the service provided by Flipkart - You guys have an amazing delivery logistic in place...The book is a must read for all Marketeers as well as advertisers. the recommendations for reading this came from many experienced marketer's i know and i am glad i read it. Thanks Flipkart