The New Positioning: The Latest on the World's #1 Business Strategy

The New Positioning: The Latest on the World's #1 Business Strategy

by Jack Trout
Released May 1997
Publisher(s): McGraw-Hill
ISBN: 9780071369190

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Book description

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

Table of contents

  1. Copyright
  2. Introduction
  3. Contents
  4. PART ONE Understanding the Mind
  5. CHAPTER ONE Minds Can’t Cope (1/2)
  6. CHAPTER ONE Minds Can’t Cope (2/2)
  7. CHAPTER TWO Minds Are Limited (1/2)
  8. CHAPTER TWO Minds Are Limited (2/2)
  9. CHAPTER THREE Minds Hate Confusion (1/2)
  10. CHAPTER THREE Minds Hate Confusion (2/2)
  11. CHAPTER FOUR Minds Are Insecure (1/2)
  12. CHAPTER FOUR Minds Are Insecure (2/2)
  13. CHAPTER FIVE Minds Don’t Change (1/2)
  14. CHAPTER FIVE Minds Don’t Change (2/2)
  15. CHAPTER SIX Minds Can Lose Focus (1/2)
  16. CHAPTER SIX Minds Can Lose Focus (2/2)
  17. PART TWO Dealing with Change
  18. CHAPTER SEVEN Repositioning: Where Positioning Is At (1/2)
  19. CHAPTER SEVEN Repositioning: Where Positioning Is At (2/2)
  20. CHAPTER EIGHT Repositioning a Software Company (1/2)
  21. CHAPTER EIGHT Repositioning a Software Company (2/2)
  22. CHAPTER NINE Repositioning an Ice Cream Company (1/2)
  23. CHAPTER NINE Repositioning an Ice Cream Company (2/2)
  24. CHAPTER TEN Repositioning an Accounting Firm (1/2)
  25. CHAPTER TEN Repositioning an Accounting Firm (2/2)
  26. CHAPTER ELEVEN Repositioning Political Candidates (1/2)
  27. CHAPTER ELEVEN Repositioning Political Candidates (2/2)
  28. CHAPTER TWELVE Repositioning a Television Show (1/2)
  29. CHAPTER TWELVE Repositioning a Television Show (2/2)
  30. CHAPTER THIRTEEN Repositioning an Oil Company (1/2)
  31. CHAPTER THIRTEEN Repositioning an Oil Company (2/2)
  32. PART THREE The Tricks of the Trade
  33. CHAPTER FOURTEEN Minds Work by Ear (1/2)
  34. CHAPTER FOURTEEN Minds Work by Ear (2/2)
  35. CHAPTER FIFTEEN Secrets to Finding a Good Name (1/2)
  36. CHAPTER FIFTEEN Secrets to Finding a Good Name (2/2)
  37. CHAPTER SIXTEEN Getting Around a Bad Name (1/2)
  38. CHAPTER SIXTEEN Getting Around a Bad Name (2/2)
  39. CHAPTER SEVENTEEN Naming a Category (1/2)
  40. CHAPTER SEVENTEEN Naming a Category (2/2)
  41. CHAPTER EIGHTEEN Research Can Confuse You (1/2)
  42. CHAPTER EIGHTEEN Research Can Confuse You (2/2)
  43. CHAPTER NINETEEN The Positioning Power of PR (1/2)
  44. CHAPTER NINETEEN The Positioning Power of PR (2/2)
  45. CHAPTER TWENTY Six Positioning Pitfalls (1/2)
  46. CHAPTER TWENTY Six Positioning Pitfalls (2/2)
  47. CHAPTER TWENTY-ONE The Right People in the Room (1/2)
  48. CHAPTER TWENTY-ONE The Right People in the Room (2/2)
  49. INDEX (1/2)
  50. INDEX (2/2)

Product information

  • Title: The New Positioning: The Latest on the World's #1 Business Strategy
  • Author(s): Jack Trout
  • Release date: May 1997
  • Publisher(s): McGraw-Hill
  • ISBN: 9780071369190