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Positioning: The Battle for Your Mind by [Al Ries, Jack Trout, Philip Kotler]

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Positioning: The Battle for Your Mind Kindle Edition

4.5 out of 5 stars 737 ratings

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Editorial Reviews

About the Author

Al Ries is Chairman of Ries & Ries, Rowsell, GA (www.ries.com). Al Reis and Jack Trout are undoubtedly the world's best-known marketing strategists.

Jack Trout is Chairman of Trout & Partners, Old Greenwich, CT (www.Troutandpartners.com). Al Reis and Jack Trout are undoubtedly the world's best-known marketing strategists. --This text refers to the audioCD edition.

From the Publisher

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 text refers to an alternate kindle_edition edition.

Product details

  • ASIN ‏ : ‎ B006B7LQ90
  • Publisher ‏ : ‎ McGraw-Hill Education; 1st edition (January 3, 2001)
  • Publication date ‏ : ‎ January 3, 2001
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 1774 KB
  • Simultaneous device usage ‏ : ‎ Up to 4 simultaneous devices, per publisher limits
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 226 pages
  • Page numbers source ISBN ‏ : ‎ 0071373586
  • Lending ‏ : ‎ Not Enabled
  • Customer Reviews:
    4.5 out of 5 stars 737 ratings

Customer reviews

4.5 out of 5 stars
4.5 out of 5
737 global ratings
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Top reviews from the United States

Reviewed in the United States on November 21, 2018
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5.0 out of 5 stars Undoubtedly classic, today is also a business guide
By Guo LI on November 21, 2018
This book is the "father of positioning" Trout's famous work, the first in the history of the United States, the best business classics, the US CEO is most afraid of being read by competitors in the business book, talking about positioning theory and operation methods And with a wealth of practical case analysis, to guide entrepreneurs to successful corporate positioning, to achieve commercial success.
Positioning, not only to find a keyword for the product, to compose a slogan, but also to occupy a unique position in the mind of the prospective customer. This book uses a number of corporate cases, illustrating a company name at the beginning, a simple slogan, may be able to lay the foundation for the success of the product and the company. In short, positioning is not simply advertised, and the depth of the doorway is difficult to distinguish and is crucial. Why do you need to locate?
First of all, we are in the era of information explosion: the media channels are rich but the information is asymmetrical, the information is inflated, and the information of products and enterprises is easily submerged in the vast amount of information. Secondly, the first cause effect makes the brain more likely to pay attention to the first. The information of contact, the information defense mechanism makes the brain establish an insurmountable barrier in the first information and the non-first information, and the brain with limited information processing capability is trapped in the chaos of mass information manufacturing. Information is cumbersome and human brain limits make positioning so important. How to position it? Industry leaders have an inherent advantage in positioning. The first cause effect allows consumers to see only the leader of the first place. The position that leaders want to occupy the brains of consumers is simple: analyze market and consumer vacancies, fight for time to fill vacancies, and use value advantages and brand advantages to intercept opponents. However, the leader should be wary of: Do not blindly expand, do not casually expand the product. Once the position of goods and brands is formed in the minds of consumers, it is difficult to be changed. If the trade rushes, it is easy to shake the original positioning, so that consumers can confuse the original positioning and new positioning, the original positioning is broken, and the new positioning is not clear. Consumers are likely to switch to other brands. The author suggests that if you want to expand your product, you must establish a new position with a new name, separate from the original product, and attract new customers.
Share the classic arguments in the book with you:
1. The best way to deal with an over-extended society is to simplify the information as much as possible.
2. The main factor in establishing leadership is to get ahead of people's minds.
3. The biggest mistake the company makes is trying to satisfy everyone's needs, that is, everyone's satisfaction trap.
4. If someone forces you to drink a cup of H2O, your reaction may not be good, but if someone invites you to drink a glass of water, you may feel good. That's right, the difference between the two is not in the mouth, but in the mind.
5. If you want to make a new product successful, you should set a new ladder for it. New ladder, new name. It's that simple.
6. Complexity is the enemy of positioning, simple is the true meaning of positioning
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10 people found this helpful
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Reviewed in the United States on June 27, 2021
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Reviewed in the United States on November 5, 2017
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Top reviews from other countries

ML
5.0 out of 5 stars A few years ago I came up with a brilliant idea for promoting my business which generated huge response ...
Reviewed in the United Kingdom on February 27, 2015
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7 people found this helpful
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Harald
4.0 out of 5 stars A classic for a reason
Reviewed in the United Kingdom on May 6, 2020
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Kieran Hobson
5.0 out of 5 stars Positioning your product, service, business or even yourself is how you get into people's minds.
Reviewed in the United Kingdom on April 18, 2016
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2 people found this helpful
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Mike B
5.0 out of 5 stars Very easy to enjoyable to read
Reviewed in the United Kingdom on November 5, 2016
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One person found this helpful
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Tom
3.0 out of 5 stars Ok but dated
Reviewed in the United Kingdom on July 25, 2021
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One person found this helpful
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