Positioning: the battle for your mind
Gespeichert in:
| Späterer Titel: | Trout, Jack The new positioning |
|---|---|
| Hauptverfasser: | , |
| Format: | Buch |
| Sprache: | English German |
| Veröffentlicht: |
New York u.a.
McGraw-Hill
2001
|
| Ausgabe: | 20. anniversary ed. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | XII, 246 S. Ill. |
| ISBN: | 0071359168 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804129122802204672 |
|---|---|
| adam_text | C J( Contents
Introduction
Developed by the authors, positioning is the first body
of thought to come to grips with the problems of com¬
municating in an overcommunicated society 1
Chapter 1. What Positioning Is All About
Many people misunderstand the role of communication
in business and politics today. In our overcommunicated
society, very little communication actually takes place.
Rather, a company must create a position in the pros¬
pect s mind. A position that takes into consideration not
only a company s own strengths and weaknesses, but those
of its competitors as well 5
Chapter 2. The Assault on the Mind
There are just too many companies, too many products,
too much marketing noise. The per capita consumption
of advertising in America is per year. 11
Chapter 3. Getting Into the Mind
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 21
—
x Contents _^______
Chapter 4. Those Little Ladders In Your Head
To cope with our overcomunicated society, people have
learned to rank products on mental ladders. In the rent a
car 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 33
Chapter 5. You Can t Get There from Here
A competitor has no hope of going head to head against
the position IBM has established in computers. Many
companies have ignored this basic positioning principle
and have suffered the consequences 4?
Chapter 6. Positioning off 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 51
Chapter 7. Positioning off a Follower
What works for a leader doesn t necessarily work for a
follower. An also ran must find a creneau or hole in the
mind not occupied by someone else. 65
Chapter 8. Repositioning the Competition
If there are no creneaus left, you have to create one by
repositioning the competition. Tylenol, for example, re
positioned aspirin 77
Chapter 9. The Power of the Name
The most important marketing decision you can make is
what to name the product. The name alone has enormous
power in an overcommunicated society 89
Chapter 10. The No Name Trap
Companies with long, complex names have tried to
shorten them by using initials. This strategy seldom
works 107
Contents xl
Chapter 11. The Free Ride Trap
Can a second product get a free ride on the advertising
coattails of a well known brand? In the case of Alka
Seltzer Plus and many other products on the market today,
the answer is no 119
Chapter 12. The Line Extension Trap
Line extension has become the marketing sickness of the
past decade. Why it seldom works 127
Chapter 13. When Line Extension Can Work
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 145
Chapter 14. Positioning a Company: Monsanto
A case history that illustrates how Monsanto is establish¬
ing its leadership in the chemical industry with the Chem¬
ical Facts of Life program 159
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 171
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
long lasting alternative to the candy bar. 179
Chapter 17. Positioning a Service: Mailgram
A case history that illustrates why a really new service has
to be positioned against the old 183
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. 191
xil Contents 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 199
Chapter 20. Positioning Yourself A 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 207
Chapter 21. Six Steps to Success
To get started on a positioning program, there are six
questions you can ask yourself 219
Chapter 22. Playing the Positioning Game
To be successful at positioning, you have to have the right
mental attitude. You have to become an outside in thinker
rather than an inside out thinker. This requires patience,
courage and strength of character. 229
Index 245
|
| any_adam_object | 1 |
| author | Ries, Al Trout, Jack 1935-2017 |
| author_GND | (DE-588)110757157 |
| author_facet | Ries, Al Trout, Jack 1935-2017 |
| author_role | aut aut |
| author_sort | Ries, Al |
| author_variant | a r ar j t jt |
| building | Verbundindex |
| bvnumber | BV014237046 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5827 |
| callnumber-raw | HF5827.2.R53 2001 |
| callnumber-search | HF5827.2.R53 2001 |
| callnumber-sort | HF 45827.2 R53 42001 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)44869064 (DE-599)BVBBV014237046 |
| dewey-full | 659.1 659.121 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 659.1 21 |
| dewey-search | 659.1 659.1 21 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 20. anniversary ed. |
| format | Book |
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| indexdate | 2024-07-09T19:00:07Z |
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| isbn | 0071359168 |
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| physical | XII, 246 S. Ill. |
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| spellingShingle | Ries, Al Trout, Jack 1935-2017 Positioning the battle for your mind Reclame gtt Strategisch management gtt Positioning (Advertising) Produktpositionierung (DE-588)4224734-2 gnd Marktsättigung (DE-588)4123715-8 gnd Produkt (DE-588)4139399-5 gnd Positionierung Marketing (DE-588)4503311-0 gnd Produktmarketing (DE-588)4134049-8 gnd Werbung (DE-588)4065541-6 gnd |
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| title | Positioning the battle for your mind |
| title_alt | Positioning |
| title_auth | Positioning the battle for your mind |
| title_exact_search | Positioning the battle for your mind |
| title_full | Positioning the battle for your mind by Al Ries and Jack Trout |
| title_fullStr | Positioning the battle for your mind by Al Ries and Jack Trout |
| title_full_unstemmed | Positioning the battle for your mind by Al Ries and Jack Trout |
| title_new | Trout, Jack The new positioning |
| title_short | Positioning |
| title_sort | positioning the battle for your mind |
| title_sub | the battle for your mind |
| topic | Reclame gtt Strategisch management gtt Positioning (Advertising) Produktpositionierung (DE-588)4224734-2 gnd Marktsättigung (DE-588)4123715-8 gnd Produkt (DE-588)4139399-5 gnd Positionierung Marketing (DE-588)4503311-0 gnd Produktmarketing (DE-588)4134049-8 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Reclame Strategisch management Positioning (Advertising) Produktpositionierung Marktsättigung Produkt Positionierung Marketing Produktmarketing Werbung |
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