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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.
Easy to read and understand as well as being very informative & engaging.
Well worth the time taken to read it..
Do you care about the positioning of Cigarette brands? There are at least five detailed examples discussed in this book. How about Packard Automobiles, or Blue Nun Wine? Read morePublished 7 days ago by T R Crighton
Wow. I'm constantly amazed when I pick up a book like this at how relevant it is. For all the 'advancements' over the last 20 or 30 years, one thing hasn't changed - you need to... Read morePublished 8 days ago by michael strickland
Arguably one of the best marketing books around...by some of the best experts.Published 8 days ago by RH
Success or lost opportunity I found it to be very truthful and relevant. First half of the book laid it out
The examples help stretch the applications. Read more
Fantatic book. A must read. I would highly recommend this book to anyone who is interested in marketing/advertising.Published 1 month ago by Tyler Sands