Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants. Authors of numerous best-sellers,
Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated
into 19 languages worldwide.
Trout, Jack :
Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and
Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into
19 languages worldwide.
Summary
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the
first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a
company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses
as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that
it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader,
and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect
significant developments in the five years since its original publication, Positioning reveals the fascinating
case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Table of Contents
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.
