Positioning The Battle for Your Mind by Al Ries and Jack Trout Book free download. The Marketing Classic Positioning The Battle for Your Mind by Al Ries and Jack Trout will teach you hwo to be seen and heard in the crowded marketplace.
Chapter 1. What Positioning Is All About
Many people misunderstand the role of communication in business and politics today. In our over communicated society, very little communication actually takes place. Rather, a company must create a "position" in the prospect's mind. A position that takes into consideration not only a company's own strengths and weaknesses, but those of its competitors as well.
Chapter 2. The Assault on the Mind
There are just too many companies, too many products, too much marketing noise. The percapita consumption of advertising in America is $200 per year.
Chapter 3. Getting into the Mind 21
The easy way to get into a person's mind is to be first. If you can't be first, then you must find a way to position yourself against the product, the politician, the person who did get there first.
Chapter 4. Those Little Ladders in Your Head 33
To cope with our over comunicated society, people have learned to rank products on mental ladders. In the rentacar field, for example, most people put Hertz on the top rung, Avis on the second rung and National on the third. Before you can position anything, you must know where it is on the product ladder in the mind.
Chapter 5. You Can't Get There from Here 43
A competitor has no hope of going headtohead against the position IBM has established in computers. Many companies have ignored this basic positioning principle and have suffered the consequences.
Chapter 6. Positioning of a Leader
To be a leader, you have to be first to get into the mind of the prospect. And then follow the strategies for staying there.
Chapter 7. Positioning of a Follower
What works for a leader doesn't necessarily work for a follower. An alsoran must find a "creneau" or hole in the mind not occupied by someone else.
Chapter 8. Repositioning the Competition
If there are no "creneaus" left, you have to create one by repositioning the competition. Tylenol, for example, repositioned aspirin.
Chapter 9. The Power of the Nam
The most important marketing decision you can make is what to name the product. The name alone has enormous power in an overcommunicated society.
Chapter 10. The NoName Trap
Companies with long, complex names have tried to shorten them by using initials. This strategy seldom works.
Chapter 11. The FreeRide Trap
Can a second product get a free ride on the advertising coattails of a wellknown brand? In the case of AlkaSeltzer Plus and many other products on the market today, the answer is no.
Chapter 12. The LineExtension Trap
Line extension has become the marketing sickness of the past decade. Why it seldom works.
Chapter 13. When Line Extension Can Work 145
There are cases, however, of successful line extension (GE, for example.) A discussion of when to use the house name and when to use a new name.
Chapter 14. Positioning a Company: Monsanto
A case history that illustrates how Monsanto is establishing its leadership in the chemical industry with the Chemical Facts of Life program.
Chapter 15. Positioning a Country: Belgium
A case history of Sabena Belgium World Airlines. The answer to the problems of a national airline like Sabena is to position the country, not the airline.
Chapter 16. Positioning a Product: Milk Duds
A case history that illustrates how a product with a small budget can get into the mind by positioning itself as the longlasting alternative to the candy bar.
Chapter 17. Positioning a Service: Mailgram
A case history that illustrates why a really new service has to be positioned against the old.
Chapter 18. Positioning a Long Island Bank
A case history that shows how a bank can successfully strike back when its territory gets invaded by its giant neighbors from the Big City.
Chapter 19. Positioning the Catholic Church
Even institutions can benefit from positioning thinking. An outline of the logical steps that should be taken to position the Roman Catholic Church.
Chapter 20. Positioning Yourself & Your Career
You can benefit by using positioning strategy to advance your own career. Key principle: Don't try to do everything yourself. Find a horse to ride.
Chapter 21. Six Steps to Success
To get started on a positioning program, there are six questions you can ask yourself
Chapter 22. Playing the Positioning Game
To be successful at positioning, you have to have the right mental attitude. You have to become an outsidein thinker rather than an insideout thinker. This requires patience, courage and strength of character.
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