Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, 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 witty, 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.

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