The New Positioning

Positioning-which has sold 390,000 copies in the English language-has defined marketing since it was published 15 years ago. Now, in an era when the battle for the consumer's mind is fiercer than ever, coauthor of the all time classic, Jack Trout has taken positioning to the next level-in a path-breaking volume that will be THE marketing treatise for the '90s. In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to: overcome "communication" caused by the explosion of cable television…