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"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.
Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.
Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.
The theory is simple or maybe over simplified. I was excepting more substance and a deeper dive into the consumer minds. Read morePublished 11 days ago by Kamil Ali Rextin
Simple but powerful insight into marketing. The psychology of the customer is all that ultimately matters. A must read business book, no matter what your industry.Published 3 months ago by Dirk Britton
Over night shipment. In very good condition. Enjoy reading it.Published 6 months ago by Shangxuan Ma
The ideas presented in this book are pretty clear and can be pretty sobering for those in business. I wish I had purchased it before starting my first business!Published 20 months ago by Gabriel Silva
I got what I paid for, they were used books. One does not want to pay for express for something not of urgent nature.Published on April 20 2013 by sushma bajaj
When I first read "Positioning," it was a new book in the early 1980s. It was then, and remains today the single most readable book that explains why people, buyers, voters and... Read morePublished on April 30 2011 by Bob Delaney
This is the first book I read when I began my position as a Junior Writer with a Marketing Consulting firm. Read morePublished on Feb. 24 2006 by Rachel Landry