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Table of Contents

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: Xerox. Chapter 15. Positioning a Country: Belgium. Chapter 16. Positioning an Island: Jamaica. Chapter 17. Positioning a Product: Milk Duds. Chapter 18. Positioning a Service: Mailgram. Chapter 19. Positioning a Long Island Bank. Chapter 20. Positioning a New Jersey Bank. Chapter 21. Positioning a Ski Resort: Stowe. Chapter 22. Positioning the Catholic Church. Chapter 23. Positioning Yourself and Your Career. Chapter 24. Positioning Your Business. Chapter 25. Playing the Positioning Game.

About the Author

Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants. Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

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