Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace, Paperback/Al Ries - McGraw-Hill Companies

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The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer\'s mind-one that reflects a company\'s own strengths and weaknesses as well as those of its competitors.
Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: Make and position an industry leader so that its name and message wheedles its.
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer\'s mind-one that reflects a company\'s own strengths and weaknesses as well as those of its competitors