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ZIN Product Number: 10013304
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| | | |  | | | Product Details
 Format: Hardcover, 3rd ed., 246 pages
Edition: 20TH ANNIVERSARY
Publisher: McGraw-Hill Professional
ISBN: 0071359168
Release Date: Jan 4, 2000
| |  | | | From The Publisher
A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals-including tens of thousands of Ries and Trout groupies, worldwide-the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer's mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn't follow, Ries and Trout's thinking.
| | | | Annotation
A dynamic new cover heralds the reissue of this bestselling business classic, which Spencer Johnson, M.D., co-author of The One Minute Manager praised as "One of the most important communication books I've ever read. I recommend it highly!" Reissue.
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| | | |  | | | The Word On The Street
Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....
—(David Bohnett, Chairman and Founder of GeoCities) —David Bohnett
| |  | | | | Introduction | 1 | | Chapter 1. | What Positioning Is All About | 5 | | Chapter 2. | The Assault on the Mind | 11 | | Chapter 3. | Getting Into the Mind | 21 | | Chapter 4. | Those Little Ladders in Your Head | 33 | | Chapter 5. | You Can't Get There from Here | 43 | | Chapter 6. | Positioning of a Leader | 51 | | Chapter 7. | Positioning of a Follower | 65 | | Chapter 8. | Repositioning the Competition | 77 | | Chapter 9. | The Power of the Name | 89 | | Chapter 10. | The No-Name Trap | 107 | | Chapter 11. | The Free-Ride Trap | 119 | | Chapter 12. | The Line-Extension Trap | 127 | | Chapter 13. | When Line Extension Can Work | 145 | | Chapter 14. | Positioning a Company: Monsanto | 159 | | Chapter 15. | Positioning a Country: Belgium | 171 | | Chapter 16. | Positioning a Product: Milk Duds | 179 | | Chapter 17. | Positioning a Service: Mailgram | 183 | | Chapter 18. | Positioning a Long Island Bank | 191 | | Chapter 19. | Positioning the Catholic Church | 199 | | Chapter 20. | Positioning Yourself & Your Career | 207 | | Chapter 21. | Six Steps to Success | 219 | | Chapter 22. | Playing the Positioning Game | 229 | | Index | 245 |
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