Positioning: The Battle for Your Mind, 20th Anniversary Edition [Hardcover]

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionalsincluding tens of thousands of Ries and Trout groupies, worldwidethe 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 customers mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didnt follow, Ries and Trouts thinking.

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: Monsanto.

Chapter 15: Positioning a Product: Milk Duds.

Chapter 16: Positioning a Service: Mailgram.

Chapter 17: Positioning a Long Island Bank.

Chapter 18: Positioning the Catholic Church.

Chapter 19: Positioning Yourself & Your Career.

Chapter 20: Six Steps to Success.

Chapter 21: Playing the Positioning Game.

...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 ofPositioning....
­­David Bohnett, Chairman and Foundel³*