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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.
I like the writer's easy to understand style and examples are practically related to our daily life. Positioning is not merely a business topic but links to our life. Read morePublished 6 days ago by Yan Man Kong
Good book, but feels a bit dated in the examples sections. Have read later versions - more relevant for today.Published 21 days ago by Robert Carlen
I know people swear by this book and there are some great insights. However, many of the case studies and examples are from 20-30 years ago. Read morePublished 1 month ago by Brian Maggi
I bought my first version of this book in the seventies. I even got to meet Jack Trout once. This is the classic on product positioning, a term which gets used a lot by marketing... Read morePublished 2 months ago by Margaret J. Lynne
It is a good book in terms of how to think of positioning and the differences between positioning and other terms regarding strategy and marketing. Read morePublished 2 months ago by alon sherer
This book is fantastic! They give you some clear examples of why companies rise and fall because of their failure to position themselves in a way that makes sense to the market. Read morePublished 3 months ago by Matthew Coast
It's been so long a book changed my thinking this significantly! Best read of the year for me, so far!Published 4 months ago by eke urum
I felt the author was repeating himself. It was not an earth shattering book.Published 4 months ago by Bosco
Loving the material in the book. It is a little tricky in spots to follow because the updated parts are actually in the margins and not inline in the text. Read morePublished 4 months ago by Cowboy Camera