Includes index.

Introduction -- What Positioning Is All About -- The Assault on the Mind -- Getting Into the Mind -- Those Little Ladders in Your Head -- You Can't Get There from Here -- Positioning of a Leader -- Positioning of a Follower -- Repositioning the Competition -- The Power of the Name -- The No-Name Trap -- The Free-Ride Trap -- The Line-Extension Trap -- When Line Extension Can Work -- Positioning a Company: Xerox -- Positioning a Country: Belgium -- Positioning an Island: Jamaica -- Positioning a Product: Milk Duds -- Positioning a Service: Mailgram -- Positioning a Long Island Bank -- Positioning a New Jersey Bank -- Positioning a ski resort: Stowe -- Positioning the Catholic Church -- Positioning Yourself and Your Career -- Positioning Your Business -- Playing the Positioning Game.

Discusses the new, key advertising concept of positioning, explaining ways companies can create a "position" in the client's mind when launching ad campaigns, with many fascinating case histories and helpful pointers.