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Positioning: The Battle for Your Mind Paperback – Jan 3 2001
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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."
About the Author
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.
Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.
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Top Customer Reviews
Please don't get me wrong - the book is well thought out and there are a lot of very interesting stories. The underlying messages about positioning are definitely valuable but it was a long haul listening to this collection of CD's trying to find the nuggets of gold to apply to my own entrepreneurial ventures.
"Positioning" also falls for the logical trap of presenting all ideas as directives, and then copping out by establishing that, if it doesn't work, it must be the marketing practitioner's fault. The last chapter mentions that "To be successful at positioning, you have to have the right mental attitude... This requires patience, courage, and strength of character". Therefore, if the "positioning" strategy fails, it is your fault, not the concepts.Read more ›
And in those margins, they can sometimes be brutally honest, as they occasionally admit to being wrong on some of their theories. But what you will note as you read this book is that the theories they advanced 20 years ago have largely proved out in the interim. This is a seminal work, a book that should be read by anyone involved in any form of marketing.
The current hot trend in marketing-- "branding"-- is in many ways an outgrowth of the theories put forth on "Positioning." Essentially you distinguish your product or service from the competition. The ideal means of doing this is to be first to the market with your product or service, although that is no guarantee of continuous success. This may also mean finding an untapped niche, particularly in crowded categories.
Particularly interesting I their discussion of line extension, and how it dilutes, rather than strengthens, a company's position in the marketplace. And it is interesting to read how some companies at one time literally owned a particular product category, only to lose it when they tinkered with their concept too much.
Education, entertaining, and enlightening, this book is an important addition to anyone interested in marketing library.
They suggest we set both the "four P's" (product, price, place, and promotion) paradigm and the idea of being creative aside, until we have researched and know what segment we can serve on a superior level - the we must know where the competition is, and where the hole is in their attributes.
This truly had me thinking about many things. Being a fairly new business, I had to overcome the idea that my business name really does not say what prospects will recognize as what I'm doing --- it was hard to see that the name, which I had chosen represented more about where I have evolved, and less about what I was in business to serve.
And once I accepted this, I was free to start asking people what they think of the new name that I have come up with. I also objectively listened, while I allowed myself time to come up with what really is 5 syllables or less; something that communicates to my prospects the benefits that I provide.
I kept asking myself what is in the minds of my prospects. And I saw more than I saw before. Which has netted me, a profit in my business bottom line, today.
Another point that surprised me was that Ford is not doing as well as I assumed it is doing. And my assumption was based upon the fact that of all automotive makers that exist, I have only read about the history of Ford. I haven't read about General Motors. Which I am sure that once I do read about GM, I will say, "Wow!"
A downside that this book has, as in many that I have read is that when it speaks of service, it's not talking about selling writing, speeches or consulting.Read more ›
Most recent customer reviews
The theory is simple or maybe over simplified. I was excepting more substance and a deeper dive into the consumer minds. Read morePublished 10 months 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 13 months ago by Dirk Britton
Over night shipment. In very good condition. Enjoy reading it.Published 16 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 on Jan. 24 2014 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
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