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Positioning
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Editorial Reviews
Book Description
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Book Info
A new edition of the marketing classic, offering more information than ever. Deals with the problems of America's skeptical, media-bombarded public, describing a fresh approach to creating a position in the customer's mind. Shows how to choose the best product name, how strategize using the competition's weaknesses, and much more. Previous edition not cited. Softcover.
See all Editorial Reviews
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Book Info
A new edition of the marketing classic, offering more information than ever. Deals with the problems of America's skeptical, media-bombarded public, describing a fresh approach to creating a position in the customer's mind. Shows how to choose the best product name, how strategize using the competition's weaknesses, and much more. Previous edition not cited. Softcover.
See all Editorial Reviews
Product Details
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