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.
Inhaltsverzeichnis
< H3> Chapter 1: What Positioning is All About. < H3> Chapter 2: The Assault on the Mind. < H3> Chapter 3: Getting Into the Mind. < H3> Chapter 4: Those Little Ladders in Your Head. < H3> Chapter 5: You Can't get There from Here. < H3> Chapter 6: Positioning of a Leader. < H3> Chapter 7: Positioning of a Follower. < H3> Chapter 8: Repositioning the Competition. < H3> Chapter 9: The Power of the Name. < H3> Chapter 10: The No-Name Trap. < H3> Chapter 11: The Free-Ride Trap. < H3> Chapter 12: The Line-Extension Trap. < H3> Chapter 13: When Line Extension Can Work. < H3> Chapter 14: Positioning a Company: Monsanto. < H3> Chapter 15: Positioning a Product: Milk Duds. < H3> Chapter 16: Positioning a Service: Mailgram. < H3> Chapter 17: Positioning a Long Island Bank. < H3> Chapter 18: Positioning the Catholic Church. < H3> Chapter 19: Positioning Yourself & Your Career. < H3> Chapter 20: Six Steps to Success. < H3> Chapter 21: Playing the Positioning Game.
