One of the best books ever written for understanding marketing positioning and strategy today. One of the easiest and most enjoyable reads for executives, business strategists, and others who don't spend their whole working day in marketing. Fast, concise, well illustrated with images and words. Clients pay me $5,000 to $24,000 per engagement to figure out for their businesses and explain to them what Ries and Trout teach here. Don't tell them 'Marketing Warfare' can still be found! :)
Caveat: the work was produced in the mid 80's, using industry and company examples very familiar to Americans at that time. Some are just as familiar today; others require thinking back to that time and place to get the full value. The examples are so effective that it is worth reading a little background if you don't remember (or didn't live through) them. Moreover, this is an American perspective, from a time when many of the products and companies analysed commanded their first world markets. It is no less relevant to European or Asian readers, but may be less familiar. It likely has less relevance to markets that are not largely free, competitive or uncontrolled.
Sadly, the 20th anniversary edition really doesn't seem to update the work to much advantage. The opportunity existed to use 21st century contests and discuss the same truths with currently familiar marketing campaigns. Though a few sidebars with more recent situations were added (Carly Fiorina as CEO of HP, Jack Welsh's book 'Winning', etc.), the core text's examples remain the same. A huge opportunity lost.
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club?
Learn more
Join or create book clubs
Choose books together
Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Flip to back
Flip to front
Follow the Authors
Something went wrong. Please try your request again later.
Book recommendations, author interviews, editors' picks, and more. Read it now.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
-
Apple
-
Android
-
Windows Phone
-
Android
To get the free app, enter your mobile phone number.
Get everything you need
Page 1 of 1 Start overPage 1 of 1
Customers who bought this item also bought
Page 1 of 1 Start overPage 1 of 1
Customer reviews
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
Reviewed in the United States on August 27, 2015
Verified Purchase
Reviewed in the United States on August 8, 2009
Verified Purchase
Reviewed in the United States on June 18, 2010
Verified Purchase
Reviewed in the United States on October 9, 2011
Verified Purchase
Top reviews from other countries
Toby Micklethwait
Best book on markets and marketing
Reviewed in the United Kingdom on August 24, 2015Verified Purchase
A Books Lover
I was at a lesson of Al Ries (with Laura Laura Ries) and he is really clear and a very good teacher.
Reviewed in the United Kingdom on April 4, 2015Verified Purchase
DS1
Five Stars
Reviewed in the United Kingdom on October 16, 2016Verified Purchase
MiaDearMia
Bold Unconventional Wisdom
Reviewed in Canada on October 27, 2017Verified Purchase
David
Top 10 Marketing Books of All Time
Reviewed in Canada on July 22, 2019Verified Purchase
