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Book Reports
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3 / 806 |
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The Line-Extension Trap
Line extension has become the marketing sickness of the past decade. Why it seldom works.
Chapter 13. When Line Extension Can Work
There are cases, however, of successful line extension (GE, for example.) A discussion of when to use the house name and when to use a new name...
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Positioning a Company: Xerox
Xerox owns the copier position. But as Xerox moves into the office automation field, how should the company be positioned?
Chapter 15. Positioning a Country: Belgium
The answer to the problems of a national airline like Sabena Belgium World Airlines is to position the country, not the airline...
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General points of the essay
POSITIONING: The Battle of your Mind
Positioning: The Battle For Your Mind by Al Ries and Jack Trout
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