Positioning : the battle for your mind / by Al Ries and Jack Trout.

By: Ries, Al .

Contributor(s): Trout, Jack .

Material type: materialTypeLabel

BookPublisher: New York : McGraw-Hill, c1986Edition: 1st ed. / rev.Description: x, 213 p. ; 21 cm.ISBN: 0070652643.Subject(s): Positioning (Advertising)

DDC classification: 659.1

Contents:

Introduction -- What positioning is all about -- The assault on the mind -- Getting into the mind -- Those little ladders in your head -- You can't get there from here -- Positioning of a leader -- Positioning of a follower -- Repositioning the competition -- The power of the name -- The no-name trap -- The free-ride trap -- The line-extension trap -- When line extension can work -- Positioning a company: Xerox -- Positioning a country: Belgium -- Positioning an Island: Jamaica -- Positioning a product: Milk duds -- Positioning a service: Mailgram -- Positioning a long island bank -- Positioning a New Jersey Bank -- Positioning a ski resort: Stowe -- Positioning the Catholic Church -- Positioning yourself and your career -- Positioning your business -- Playing the positioning game.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
General Lending	MTU Bishopstown Library Lending	659.1 (Browse shelf(Opens below))	1	Available		00009598

Total holds: 0

Enhanced descriptions from Syndetics:

This business classic deals with the problems of communicating to a skeptical, media-blitzed public.

Includes index.

Table of contents provided by 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. 19)
Chapter 4. Those Little Ladders in Your Head (p. 29)
Chapter 5. You Can't Get There from Here (p. 37)
Chapter 6. Positioning of a Leader (p. 43)
Chapter 7. Positioning of a Follower (p. 53)
Chapter 8. Repositioning the Competition (p. 61)
Chapter 9. The Power of the Name (p. 71)
Chapter 10. The No-Name Trap (p. 85)
Chapter 11. The Free-Ride Trap (p. 95)
Chapter 12. The Line-Extension Trap (p. 101)
Chapter 13. When Line Extension Can Work (p. 115)
Chapter 14. Positioning a Company: Xerox (p. 127)
Chapter 15. Positioning a Country: Belgium (p. 137)
Chapter 16. Positioning an Island: Jamaica (p. 143)
Chapter 17. Positioning a Product: Milk Duds (p. 149)
Chapter 18. Positioning a Service: Mailgram (p. 153)
Chapter 19. Positioning a Long Island Bank (p. 159)
Chapter 20. Positioning a New Jersey Bank (p. 167)
Chapter 21. Positioning a ski resort: Stowe (p. 173)
Chapter 22. Positioning the Catholic Church (p. 177)
Chapter 23. Positioning Yourself and Your Career (p. 183)
Chapter 24. Positioning Your Business (p. 193)
Chapter 25. Playing the Positioning Game (p. 201)
Index (p. 211)

Reviews provided by Syndetics

Kirkus Book Review

If you understand the essential brilliance of the concept of an ""uncola"" (never mind what they put in it), you understand positioning. But don't confuse it with image. Image is a man with an eyepatch in a nice shirt, or Commander Whitehead. And forget product features, too, say admen Ries and Trout, because even the better mousetrap and creativity are Nowhere in our ""overcommunicated"" society of the Eighties, where the ""average"" family watches television seven hours a day. The mind can only take so much. In advertising today, less is more, and to succeed ""a company must create a position in the prospect's mind."" Positioning can make or break what would otherwise be an also-ran product, and the key is not to try to beat the leader head-to-head. Instead, the Ries/Trout theory goes, you find a position: the ""against"" position (uncola, Avis as number-2); the size position (Volkswagen, at least before they fell into the FWMTS trap--""forgot what made them successful""); the high price position, (Chivas Regal). There are positioning holes aplenty for an advertiser who's willing to research the market. Was there a crying need for a ""nighttime cold medicine"" or a ""feminine"" cigarette? Not really, but Nyquil and Virginia Slims are classics of successful positioning. It works if you're the leader, too, since nothing beats being there first with a good product--except being second with as good a product and a better name (Metrecal was first, but Slender got the sales), unless you proceed to put that name on a dozen products and forfeit your former position (Heinz owned the pickle position until it went into ketchup, too). In the ad agency world, Ries and Trout own the ""positioning"" position--they've been pushing the theory in trade journals since the early Seventies--and although not much here will be new to advertising professionals, this is a sharp, punchy introduction for us ""prospects. Copyright ©Kirkus Reviews, used with permission.

Author notes provided by 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)