Positioning

You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" 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: • 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 • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

Local Positioning Systems: LBS Applications and Services explores the possible approaches and technologies to location problems including people and asset tracking, mobile resource management, public safety, and handset location-based services. The book examines several indoor positioning systems, providing detailed case studies of existing applications and their requirements, and shows how to set them up. Other chapters are dedicated to position computation algorithms using different signal metrics and determination methods, 2D/3D indoor map data and location models, indoor navigation, system components and how they work, privacy, deployment issues, and standards. In detail, the book explains the steps for deploying a location-enabled network, including doing a site-survey, creating a positioning model and floor maps, and access point placement and configuration. Also presented is a classification for network-based and ad-hoc positioning systems, and a framework for developing indoor LBS services. This comprehensive guide will be invaluable to students and lecturers in the area of wireless computing. It will also be an enabling resource to developers and researchers seeking to expand their knowledge in this field.

Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business marketing, corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.

First published in 1939, this is the definitive text on patient positioning for the diagnostic radiography student and practitioner. The experienced author team appreciates that there is no substitute for a good understanding of basic skills in patient positioning and an accurate knowledge of anatomy to ensure good radiographic practice. This 12th

How do lesbians and gays negotiate their sexual identities in mental health care contexts? How do they manage the institutional homophobia and heterosexism embedded in health care practice and practitioners? Using interpretive phenomenology, Hazel Platzer overturns limiting dualisms to describe the ways in which lesbians and gays are silenced and pathologized in their mental health care encounters, how they resist, and how their resistance can restrict access to care. She highlights the difficulties of researching a sensitive topic with a relatively “hidden” population, and devises innovative techniques for handling bias and a multi-methods approach to the phenomenological study of experience and identities. She then offers proactive steps toward creating a health care environment in which lesbian and gay identities are normalized, improving both access to and quality of health care.

With more than 400 projections, Merrill's Atlas of Radiographic Positioning & Procedures, 14th Edition makes it easier to for you to learn anatomy, properly position the patient, set exposures, and take high-quality radiographs. This definitive text has been reorganized to align with the ASRT curriculum — helping you develop the skills to produce clear radiographic images. It separates anatomy and positioning information by bone groups or organ systems — using full-color illustrations to show anatomical anatomy, and CT scans and MRI images to help in learning cross-section anatomy. Merrill's Atlas is not just the gold standard in radiographic positioning texts, and the most widely used, but also an excellent review in preparing for ARRT and certification exams! Comprehensive, full-color coverage of anatomy and positioning makes Merrill's Atlas the most in-depth text and reference available for radiography students and practitioners. Frequently performed essential projections identified with a special icon to help you focus on what you need to know as an entry-level radiographer. Summary of Pathology table now includes common male reproductive system pathologies. Coverage of common and unique positioning procedures includes special chapters on trauma, surgical radiography, geriatrics/pediatrics, and bone densitometry, to help prepare you for the full scope of situations you will encounter. Collimation sizes and other key information are provided for each relevant projection. Numerous CT and MRI images enhance comprehension of cross-sectional anatomy and help in preparing for the Registry examination. UPDATED! Positioning photos show current digital imaging equipment and technology. Summary tables provide quick access to projection overviews, guides to anatomy, pathology tables for bone groups and body systems, and exposure technique charts Bulleted lists provide clear instructions on how to correctly position the patient and body part when performing procedures. NEW! Updated content in text reflects continuing evolution of digital image technology NEW! Updated positioning photos illustrate the current digital imaging equipment and technology (lower limb, scoliosis, pain management, swallowing dysfunction). NEW! Added digital radiographs provide greater contrast resolution for improved visualization of pertinent anatomy. NEW! Revised positioning techniques reflect the latest ASRT standards.

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.