TY  - BOOK
AU  - Ries, Al.
AU  -  Trout, Jack.
TI  - Positioning: the battle for your mind / 
SN  - 0071484221[paperback]
PY  - 2001///
CY  - London : 
PB  - McGraw-Hill
KW  - Positioning (Advertising)
N1  - "How to be seen and heard in the overcrowded marketplace"--Cover; "With a new preface by Jack Trout"--P. [4] of cover; Includes index; Contents: Introduction -- 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
ER  -