Positioning: the battle for your mind (Record no. 182)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03002nam a22002177a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190824150132.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190824b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780070533752 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | RIE |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ries, Al |
| 245 ## - TITLE STATEMENT | |
| Title | Positioning: the battle for your mind |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 20th |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | McGraw Hill Education (India) Pvt. Ltd. |
| Place of publication, distribution, etc. | New Delhi |
| Date of publication, distribution, etc. | 2003 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 264 p. |
| 365 ## - TRADE PRICE | |
| Price type code | INR |
| Price amount | 595.00 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Introduction<br/><br/>Chapter 1: What Positioning is All About.<br/><br/>Chapter 2: The Assault on the Mind.<br/><br/>Chapter 3: Getting Into the Mind.<br/><br/>Chapter 4: Those Little Ladders in Your Head.<br/><br/>Chapter 5: You Can't get There from Here.<br/><br/>Chapter 6: Positioning of a Leader.<br/><br/>Chapter 7: Positioning of a Follower.<br/><br/>Chapter 8: Repositioning the Competition.<br/><br/>Chapter 9: The Power of the Name.<br/><br/>Chapter 10: The No-Name Trap.<br/><br/>Chapter 11: The Free-Ride Trap.<br/><br/>Chapter 12: The Line-Extension Trap.<br/><br/>Chapter 13: When Line Extension Can Work.<br/><br/>Chapter 14: Positioning a Company: Monsanto.<br/><br/>Chapter 15: Positioning a Country: Belgium.<br/><br/>Chapter 16: Positioning a Product: Milk Duds.<br/><br/>Chapter 17: Positioning a Service: Mailgram.<br/><br/>Chapter 18: Positioning a Long Island Bank.<br/><br/>Chapter 19: Positioning the Catholic Church.<br/><br/>Chapter 20: Positioning Yourself & Your Career.<br/><br/>Chapter 21: Six Steps to Success.<br/><br/>Chapter 22: Playing the Positioning Game.<br/><br/>Index |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.<br/><br/>The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.<br/><br/>The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Management |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Trout, Jack |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Date checked out | Copy number | Cost, replacement price | Price effective from | Koha item type | Bill No | Bill Date |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Public Policy & General Management | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 06/10/2019 | Bharat Book Distributors | 445.66 | 1 | 659.1 RIE | 000498 | 12/24/2019 | 12/06/2019 | 1 | 595.00 | 08/24/2019 | Book | 19-20/7424 | 06-06-2019 |