Positioning: The Battle for Your Mind
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Product Description
Product Description
'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; and, 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; and, 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.
--This text refers to the
Paperback
edition.
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.
--This text refers to the Paperback edition.
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.
15 of 17 people found the following review helpful
Format:Paperback
Although the book was written several years ago now, it is just as relevant in 2001, perhaps even more so. Society is even more over-communicated with the advent of the Web, handhelds, mobile phones, cable TV etc. The good thing about the book is it isn't all theory, quite the opposite in fact. The author uses many concrete examples of how positioning has worked in the real world. No matter what industry your company operates in and whether yours is a profit led or charitable organisation, I'm sure this book will be of tremendous benefit.
1 of 1 people found the following review helpful
Format:Paperback
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.
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Most Recent Customer Reviews
classic
In my case, it opened my eyes to a lot of things. As I am starting my own brand it gave me a lot to think about in taking a first step and positioning my products in the best way... Read more
Published 1 month ago by Barbara Bolf
One of the most influential marketing books ever written
I've worked in Marketing, Branding and Advertising for more than 20 years. I have to say that this book remains the most important marketing text I have read in all that time. Read more
Published 14 months ago by Nick D.
Relevant
A fascinating read for everyone considering to launch a product, service or idea alike. Very accessible to even a most novice reader like myself. Read more
Published 22 months ago by S. De Jean
Is there still an audience for this?
This is a book from the early '80s, and is based on thinking from the late '70s (although that's not obvious from the cover!). Read more
Published on 19 Oct 2009 by Shaun Varga
Puts everything in place
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today. Read more
Published on 18 Feb 2008 by happy amazon user
Straight forward and clear
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format. Read more
Published on 11 Jan 2008 by William Chambers
Disappointing
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Read more
Published on 2 Aug 2007 by mssmith1
A Marketing Classic - A must read
Positioning is a concept that has been coined by Ries and Trout in the late 1970s. Today (2000), Positioning has become one of the most commonly used marketing terms. Read more
Published on 14 July 2000
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