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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.
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 15 days 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 24 days ago by eke urum
I felt the author was repeating himself. It was not an earth shattering book.Published 26 days 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 1 month ago by Cowboy Camera
Excellent book that will make you reflect and realize the need to change thevway youndomthings today to position your pruct or companyPublished 1 month ago by Miguel Uribe Arango
It was ok, some good points. Likes to beat you over the head with obvious points though, get going already!Published 1 month ago by Stephanie B.
Dated, but great concepts. I read it and loved it, but would recommend balancing it out with some Seth Godin. Read morePublished 1 month ago by William J. Schultz
Seller did exactly as promised. Product as described. Very happy. Would buy again.Published 2 months ago by Larry