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"...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning...."
David Bohnett, Chairman and Founder of GeoCities
"One of the most important communication books I've ever read. I recommend it highly!"
Spencer Johnson, MD, co-author of The One Minute Manager
It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.
The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.
The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.
Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.
Excellent book with new insights and relevant examples of key brands .Published 5 days ago by Jayesh Dedhia
If you have a business you must buy this book. It's a classic on making people notice you and what's important for them to notice.Published 6 days ago by RJay
Many powerful concepts conveyed very simply. Style is cocky and at times repetitive but entertaining nonetheless. Chalk full with one liners that burn a hole in the brain. Read morePublished 22 days ago by Brian J. Caouette
If you want a book of cliches definitely get this book... otherwise don't waste your money.Published 1 month ago by Woman
This is one of my all time favorite marketing books... I've read it several times now, and pick up something new every time. Read morePublished 1 month ago by Aidan
After 25 years in the automotive business on the engineering side, this book gives me the basics needed to understand the marketing that has been happening while I was... Read morePublished 1 month ago by Paul Mueller