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"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

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.

Tabla de contenidos provista por Syndetics

• Introduction(p. 1)
• Chapter 1. What Positioning Is All About(p. 5)
• Chapter 2. The Assault on the Mind(p. 11)
• Chapter 3. Getting Into the Mind(p. 21)
• Chapter 4. Those Little Ladders in Your Head(p. 33)
• Chapter 5. You Can't Get There from Here(p. 43)
• Chapter 6. Positioning of a Leader(p. 51)
• Chapter 7. Positioning of a Follower(p. 65)
• Chapter 8. Repositioning the Competition(p. 77)
• Chapter 9. The Power of the Name(p. 89)
• Chapter 10. The No-Name Trap(p. 107)
• Chapter 11. The Free-Ride Trap(p. 119)
• Chapter 12. The Line-Extension Trap(p. 127)
• Chapter 13. When Line Extension Can Work(p. 145)
• Chapter 14. Positioning a Company: Monsanto(p. 159)
• Chapter 15. Positioning a Country: Belgium(p. 171)
• Chapter 16. Positioning a Product: Milk Duds(p. 179)
• Chapter 17. Positioning a Service: Mailgram(p. 183)
• Chapter 18. Positioning a Long Island Bank(p. 191)
• Chapter 19. Positioning the Catholic Church(p. 199)
• Chapter 20. Positioning Yourself and Your Career(p. 207)
• Chapter 21. Six Steps to Success(p. 219)
• Chapter 22. Playing the Positioning Game(p. 229)
• Index(p. 245)

Notas de autor provistas por Syndetics

John Francis Trout was born in Manhattan, New York on January 31, 1935. He graduated from Iona College and then served as a flight navigator in the Navy. Afterward, he got a job in General Electric's advertising and training program. He later joined Uniroyal as a division advertising manager. In 1967, he went to work for Al Ries at his advertising agency, Ries Cappiello Colwell. Trout eventually became its president and a partner, and the agency became known as Trout and Ries. They worked together until 1994, when Trout started his own firm, Trout and Partners.

Trout wrote numerous books including Positioning: The Battle for Your Mind with Al Ries, Differentiate or Die: Survival in Our Era of Killer Competition with Steve Rivkin, and Repositioning: The New Battle for Your Mind with Steve Rivkin. He died from intestinal cancer on June 4, 2017 at the age of 82.

(Bowker Author Biography)