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Positioning: The Battle for Your Mind Paperback – January 3, 2001

4.4 out of 5 stars 398 ratings

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Frequently bought together

  • Positioning: The Battle for Your Mind
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  • Contagious: Why Things Catch On
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  • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
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Editorial Reviews

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.

From the Back Cover

"One of the most important communication books I've ever read. I highly recommend it!"
--Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager

"...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

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

  • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
  • Position a follower so that it can occupy a niche not claimed by the leader
  • Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

  • Use leading ad agency techniques to capture the biggest market share and become a household name
  • Build your strategy around your competition's weaknesses
  • Reposition a strong competitor and create a weak spot
  • Use your present position to its best advantage
  • Choose the best name for your product
  • Determine when-and why-less is more
  • Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.


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4.4 out of 5 stars
4.4 out of 5
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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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4.0 out of 5 stars A classic for a reason
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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.
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5.0 out of 5 stars Very easy to enjoyable to read
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5.0 out of 5 stars One of the best marketing books I have ever read
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Massimo Gaetani
5.0 out of 5 stars A true Marketing classic
Reviewed in the United Kingdom on August 22, 2016
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5.0 out of 5 stars An excellent book. I would recommend it to anyone interested ...
Reviewed in the United Kingdom on October 20, 2015
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I. Salem
5.0 out of 5 stars Classic
Reviewed in the United Kingdom on July 12, 2017
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Paul Fletcher
4.0 out of 5 stars Excellent on a Large Budget
Reviewed in the United Kingdom on December 14, 2012
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J. T. Hill
5.0 out of 5 stars Mind blowing
Reviewed in the United Kingdom on December 17, 2018
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CHRISTOPHER
5.0 out of 5 stars Read this now
Reviewed in the United Kingdom on June 17, 2016
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5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on June 4, 2018
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Emanuel the Swede
5.0 out of 5 stars Interesting whatever occupation you have.
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5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on September 28, 2017
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5.0 out of 5 stars Great read, well written
Reviewed in the United Kingdom on June 12, 2016
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