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Imperial Library
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Index
Cover
Title Page
Copyright Page
Dedication
Contents
Introduction
1 What Positioning Is All About
2 The Assault on the Mind
3 Getting into the Mind
4 Those Little Ladders in Your Head
5 You Can't Get There from Here
6 Positioning of a Leader
7 Positioning of a Follower
8 Repositioning the Competition
9 The Power of the Name
10 The No-Name Trap
11 The Free-Ride Trap
12 The Line-Extension Trap
13 When Line Extension Can Work
14 Positioning a Company: Monsanto
15 Positioning a Country: Belgium
16 Positioning a Product: Milk Duds
17 Positioning a Service: Mailgram
18 Positioning a Long Island Bank
19 Positioning the Catholic Church
20 Positioning Yourself and Your Career
21 Six Steps to Success
22 Playing the Positioning Game
Index
About the Authors
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