Zenith Computer Terminals

In: Business and Management

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Positioning: The Battle For Your Mind by Al Ries and Jack Trout
An insightful look into the challenge of positioning your product in the prospect's mind.
Chapter List
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 per-capita consumption of advertising in America is $376 per year.
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.
Chapter 4. Those Little Ladders in Your Head
To cope with our over communicated 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.
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.
Chapter 6. Positioning of 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 mercenarily work for a follower. An also-ran must…...

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