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Author: Al Ries
Publisher:
Publish Date: 2002-08-01
Features: "Positioning" theory is a broad strategic theory widely used in today's advertising, marketing, and personal branding fields. "Repositioning" theory is a "new positioning" rule derived from over ten million corporate and individual cases worldwide. It directly led to the emergence of a large number of rising stars. For this era of heroes, this theory is perfectly suited. "Positioning" theory changed traditional marketing theory, while "Repositioning" theory changed consumers' minds. This book elaborates in detail on the conditions and precautions that businesses must meet from establishment, development, to successfully challenging super enterprises. The language is simple and concise, interpreting the deep concepts of communication-marketing in a relaxed tone; it analyzes the definition and profound impact of repositioning through in-depth yet accessible theories and detailed, actionable case studies. The "new positioning" rule of the "big fish eats small fish" has historically influenced American companies the most profoundly.