Describes an approach to creating a position in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.

The 80/20 principle - the fact that 80 per cent of results flow from 20 per cent of causes - is the one true principle of highly effective people and organisations. This work shows how you can achieve much more with much less effort, time and resources, simply by concentrating on that all-important 20 per cent.

Contains strategies for marketing on the Internet, putting new technologies to work, targeting prospects, cultivating repeat and referral business, and managing in the age of telecommuting and freelance employees, among others.

A distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller.

Identifies the definitive rules that govern the world of marketing. This book examines marketing campaigns that have succeeded and others that have failed, and why good ideas didn't live up to expectations. It contains real-life examples and commonsense suggestions.

A discussion of how modern advertising attempts to control our thoughts and desires in order to make us buy the products it produces.