McGraw-Hill Companies</br></br>Product Description</br></br><p>The first book to deal with the problems of communicating to a skeptical?? media-blitzed public?? <i>Positioning</i> describes a revolutionary approach to creating a "sition" 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:</p>  <ul> <li>Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there  <li>Position a follower so that it can occupy a niche not claimed by the leader  <li>Avoid letting a second product ride on the coattails of an established o