This book is about the essentials. It is subtitled 'How to be seen and heard in an overcrowded marketplace'. Written in 1982 it is one of the few books that has become more relevant over time. The principles are fundamental and unchanging.

The book begins by defining 'positioning' (for more, click here), and goes on to demonstrate its application in different market situations. The table of contents reads:

Chapter 1: What Positioning Is All About Chapter 2: The Assault on the Mind Chapter 3: Getting into the Mind Chapter 4: Those Little Ladders in your Head Chapter 5: You Can't Get There From Here Chapter 6: Positioning of a Leader Chapter 7: Positioning of a Follower Chapter 8: Repositioning the Competition Chapter 9: The Power of the Name Chapter 10: The No-Name Trap Chapter 11: The Free-Ride Trap Chapter 12: The Line-Extension Trap Chapter 13: When Line Extension Can Work

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The remaining chapters look at specific examples and illustrations, from positioning a company, Xerox, to positioning the Catholic Church.

This book has sold over 500,000 copies; it's a best-selling business classic.

One of the most important communication books I've ever read. I recommend it highly!
Spencer Johnson
Co-author of 'The One Minute Manager'