Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
- ISBN10 0071504249
- ISBN13 9780071504249
- Publish Date 13 December 2000 (first published 1 March 1982)
- Publish Status Out of Print
- Out of Print 12 April 2021
- Publish Country US
- Imprint McGraw-Hill
- Format eBook
- Pages 213
- Language English