Positioning ^{2nd Ed.}

The concept that sparked a revolution in advertising is the principle that can revolutionize your life. With it, you can beat the competition and win the battle for recognition in an overcrowded, media-blitzed marketplace. You can position anything: product, politician, country, company, career. This is the book that shows you:

• How to use Madison Avenue techniques to win the war for your prospects mind
• How to find and use the competition's weakest link and build your strategy around it
• How to reposition a strong competitor and create a weak spot
• How to use your present position to its best advantage
• How and how not to choose a name for your product
• Why — and when — less is more
• How recent trends affect your positioning
  

• Introduction
• 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: Xerox
  
• Chapter 15. Positioning a Country: Belgium
  
• Chapter 16.  Positioning an Island: Jamaica
  
• Chapter 17. Positioning a Product: Milk Duds
  
• Chapter 18. Positioning a Service: Mailgram
  
• Chapter 19.Positioning a Long Island Bank
  
• Chapter 20. Positioning a New Jersey Bank
  
• Chapter 21. Positioning a Ski Resort: Stowe
  
• Chapter 22. Positioning the Catholic Church
  
• Chapter 23. Positioning Yourself and Your Career
  
• Chapter 24. Positioning Your Business
  
• Chapter 25. Playing the Positioning Game
  

Mandatory reading. If you don't read and understands this, you don't have anything to do in the business world.