Positioning

In Positioning, advertising gurus Ries and Trout lay out a revolutionary approach to creating a position in the minds of prospective customers-one that reflects your company's strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, the authors show how you can use leading agency techniques to capture a large share of the market for your product or service and become a household name. They also explain how to rebuild your strategy around your competition's weaknesses and create weak spots for strong competitors; use your current position to its best advantage; avoid letting another product ride on your coattails; and more.