Positioning: The Battle for Your Mind

 The first book to deal with the problems of communicating to a skeptical, media-blitzed public Positioning describes a revolutionary approach to creating a "position in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark дотепні, fast-paced style, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
• Position a follower so that it can occupy a niche not claimed by the leader
• Avoid letting a second product ride on the coattails of an established one.