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"Because women live creatively, they rarely experience the need to depict or write about that which to them is a primary experience and which men know only at a second remove. Women create naturally, men create artificially."
- Ashley Montagu
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ZIN Product Number: 10012640
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| | | |  | | | Product Details
 Format: Paperback, 167 pages
Publisher: McGraw-Hill Companies, The
ISBN: 0070653283
Release Date: Jan 5, 1994
| |  | | | In Brief
This sequel to "Positioning (1980), which Trout coauthored with Al Ries, . . . offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye." (Libr J) Index.
| | | | From The Publisher
It's the most famous, most quoted, most misunderstood business strategy of all time. Positioning is not what you do to the product. It's what you do to the mind. But how do you get into a crowded 1990s mind? What if somebody already owns your concept? And what has an era of tumultuous change done to positioning? The New Positioning is the first new body of thought in more than a decade on the world's most famous business strategy - written by Jack Trout, the author and marketing strategist who started it all, and Steve Rivkin. The breakthrough 1981 book Positioning: The Battle for Your Mind became a global best-seller in 19 languages. Now its provocative sequel promises to open even more eyes. Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies - on computers, oil companies, television shows, soft ice cream, even political candidates.
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| | | |  | | | | Introduction | | | Pt. 1 | Understanding the Mind | 1 | | 1 | Minds Can't Cope | 3 | | 2 | Minds Are Limited | 9 | | 3 | Minds Hate Confusion | 17 | | 4 | Minds Are Insecure | 25 | | 5 | Minds Don't Change | 33 | | 6 | Minds Can Lose Focus | 41 | | Pt. 2 | Dealing with Change | 49 | | 7 | Repositioning: Where Positioning Is At | 51 | | 8 | Repositioning a Software Company | 57 | | 9 | Repositioning an Ice Cream Company | 63 | | 10 | Repositioning an Accounting Firm | 71 | | 11 | Repositioning Political Candidates | 79 | | 12 | Repositioning a Television Show | 87 | | 13 | Repositioning an Oil Company | 93 | | Pt. 3 | The Tricks of the Trade | 99 | | 14 | Minds Work by Ear | 101 | | 15 | Secrets to Finding a Good Name | 111 | | 16 | Getting Around a Bad Name | 121 | | 17 | Naming a Category | 129 | | 18 | Research Can Confuse You | 137 | | 19 | The Positioning Power of PR | 145 | | 20 | Six Positioning Pitfalls | 155 | | 21 | The Right People in the Room | 163 | | Index | 169 |
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