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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 has it nuggets of good advice but the whole book is littered with so many high level generalities. It is a little tough to read through with all that. Read morePublished 4 days ago by buckeyede06
All true. It's hard to believe that all of this information has been around since the 70's. Seeing that I lived through that era, I can attest to the historical accuracy of the... Read morePublished 5 days ago by rumble pak
This book is a classic in the discipline of market positioning. As it was written in the 1970s with a very light update in the 80s, there are two difficulties for the reader:... Read morePublished 5 days ago by Karl O'Callaghan
To understand how to market your stuff, you need to understand how to position it. This book does a great job of explaining many case histories of brands we know and some we don't... Read morePublished 12 days ago by Amazon Customer
I bought this book for a class and I've bene using it here and there. It's more of a supplemental book rather than a ready to learn. But I do recommend it for further learning.Published 12 days ago by katherine turnick
Complety changed my perspective on branding. A quick read packed with timeless insights.Published 20 days ago by Amazon Customer
Not sure if its only me. but i found the content very repetitive, the tone of the speaker was monotonous and doesnt pack energy. i would not recommend this bookPublished 1 month ago by Amazon Customer