Positioning: The Battle for Your Mind, 20th Anniversary Edition

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

Chapter 1: What Positioning is All About.

Chapter 2: The Assault on the Mind.

Chapter 3: Getting Into the Mind.

Chapter 4: Those Little Ladders in Your Head.

Chapter 5: You Can't get There from Here.

Chapter 6: Positioning of a Leader.

Chapter 7: Positioning of a Follower.

Chapter 8: Repositioning the Competition.

Chapter 9: The Power of the Name.

Chapter 10: The No-Name Trap.

Chapter 11: The Free-Ride Trap.

Chapter 12: The Line-Extension Trap.

Chapter 13: When Line Extension Can Work.

Chapter 14: Positioning a Company: Monsanto.

Chapter 15: Positioning a Product: Milk Duds.

Chapter 16: Positioning a Service: Mailgram.

Chapter 17: Positioning a Long Island Bank.

Chapter 18: Positioning the Catholic Church.

Chapter 19: Positioning Yourself & Your Career.

Chapter 20: Six Steps to Success.

Chapter 21: Playing the Positioning Game.

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