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Positioning: The Battle for Your Mind Paperback – 30 January 2001

4.5 out of 5 stars 611 ratings
Edition: 1st

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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

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.

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Product details

  • Publisher ‏ : ‎ McGraw-Hill Education; 1st edition (30 January 2001)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 224 pages
  • ISBN-10 ‏ : ‎ 0071373586
  • ISBN-13 ‏ : ‎ 978-0071373586
  • Dimensions ‏ : ‎ 13.72 x 1.52 x 20.32 cm
  • Customer Reviews:
    4.5 out of 5 stars 611 ratings

Customer reviews

4.5 out of 5 stars
4.5 out of 5
611 global ratings
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Top review from Australia

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Reviewed in Australia on 8 November 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 28 February 2015
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6 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 7 May 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 18 April 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 5 November 2016
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Amazon Customer
5.0 out of 5 stars One of the best marketing books I have ever read
Reviewed in the United Kingdom on 18 January 2018
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