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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 is a classic that I should have read a long time ago. It is the foundation not only of marketing its running a business and communication all wrapped up in one. Read morePublished 4 days ago by Glen Morris
Excellent look into the art of positioning and how it gets done.Published 20 days ago by thomas Gross
Really enjoyed the book. For a person involved in the operations side of the business,this book offered me a great perspective on overall branding and positioningPublished 22 days ago by vaibhav
I needed to get this book for a class. I will say that it's an interesting read and I enjoyed it a lot. Read morePublished 24 days ago by Artislyfe
A must read for anyone in branding and marketing or even thinking of starting your own business. Shockingly simple concepts for successful branding.Published 1 month ago by scottopher
Excellent book with new insights and relevant examples of key brands .Published 1 month 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 1 month ago by RJay