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Positioning: The Battle For Your Mind (Paperback) Paperback – 3 January 2001

4.4 out of 5 stars 307 ratings
ISBN-13: 978-0071373586 ISBN-10: 0071373586 Edition: 1st

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Product details

  • Paperback: 224 pages
  • Publisher: McGraw-Hill Education; 1 edition (3 January 2001)
  • Language: English
  • ISBN-10: 0071373586
  • ISBN-13: 978-0071373586
  • Product Dimensions: 13.7 x 1.5 x 20.3 cm
  • Boxed-product Weight: 227 g
  • Customer Reviews: 4.4 out of 5 stars307 customer ratings

Product description

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.

Customer reviews

4.4 out of 5 stars
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Reviewed in Australia on 8 November 2017
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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 28 February 2015
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Harald
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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Mike B
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
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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 21 October 2015
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I. Salem
5.0 out of 5 stars Classic
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Paul Fletcher
4.0 out of 5 stars Excellent on a Large Budget
Reviewed in the United Kingdom on 15 December 2012
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J. T. Hill
5.0 out of 5 stars Mind blowing
Reviewed in the United Kingdom on 18 December 2018
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CHRISTOPHER
5.0 out of 5 stars Read this now
Reviewed in the United Kingdom on 17 June 2016
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5.0 out of 5 stars Five Stars
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Emanuel the Swede
5.0 out of 5 stars Interesting whatever occupation you have.
Reviewed in the United Kingdom on 22 August 2016
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5.0 out of 5 stars Great read, well written
Reviewed in the United Kingdom on 13 June 2016
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5.0 out of 5 stars Fantastic
Reviewed in the United Kingdom on 21 December 2015
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