000			03120nam a22002177a 4500
020			_a9780070533752
041			_aENG
082			_a659.1 _bRIE
100			_aRies, Al
245			_aPositioning: the battle for your mind/ _cAl Ries, Jack Trout
260			_aChennai : _bMcGraw-Hill India, _c2024.
300			_axii,246p. : _bill. ; _c21 cm.
504			_aincludes index
505			_a1. what position is all about 2.the assault on the mind 3.getting into the mind 4.those little ladders in your head 5.you can't get there from here 6.positioning of a leader 7.positioning of a follower 8.repositioning the competition 9.the power of the name 10.the no name trap 11.the free ride trap 12.the line extension 13.when line extension can work 14.positioning a company monsanto 15.positioning a country belgium 16.positioning a product milk duds 17.positioning a service mailgram 18.positioninga long island bank 19.positioning the catholic church 20.positioning yourself & your career 21.six steps to success 22.playing the positioning game
520			_a...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"One of the most important communication books I've ever read. I recommend it highly!"Spencer Johnson, MD, co-author of The One Minute ManagerIt shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.The 20th Anniversary 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. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a 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. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.
650			_aPositioning (Advertising)
650			_aBusiness & economics
650			_aAdvertising & promotion
700			_aTrout, Jack.
942			_2ddc _cBK
999			_c23459 _d23459