Positioning

This book introduces the concept of positioning as a crucial strategy in marketing.

It explains how to effectively communicate with a skeptical and media-blitzed public by creating a position in the prospect's mind that reflects the company's strengths and weaknesses as well as those of its competitors.

The authors provide valuable case histories and analyses of successful and failed advertising campaigns, emphasizing the importance of simplicity, consistency, and understanding how people think and evaluate information.

The book also discusses strategies such as making and positioning an industry leader, occupying a niche, and repositioning competitors to create a unique market position.