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Positioning: The Battle for Your Mind, 20th Anniversary Edition [Hardcover]

Al Ries , Jack Trout
4.2 out of 5 stars  See all reviews (26 customer reviews)
RRP: 16.99
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Book Description

1 Dec 2000
The first book to deal with the problems of communicating to a skeptical public, Positioning describes the revolutionary approach to creating a “position” in a prospective customer’s mind that reflects a company’s own strengths and weaknesses as well as those of its competitors. Fully updated and revised.

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Product details

  • Hardcover: 246 pages
  • Publisher: McGraw-Hill Professional; 3 edition (1 Dec 2000)
  • Language: English
  • ISBN-10: 0071359168
  • ISBN-13: 978-0071359160
  • Product Dimensions: 21 x 19.3 x 2.4 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Bestsellers Rank: 505,893 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

Book Description

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.

From the Back Cover

"...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

"One of the most important communication books I've ever read. I recommend it highly!"
­­Spencer Johnson, MD, co-author of The One Minute Manager

It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.

The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.


Inside This Book (Learn More)
First Sentence
How did a hard-sell concept like positioning become so popular in a business noted for its creativity? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Blindingly obvious (after you've read it!) 18 Jan 2005
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.
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17 of 19 people found the following review helpful
5.0 out of 5 stars This is a must read book for any manager! 8 Feb 2001
By A Customer
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.
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3 of 3 people found the following review helpful
By Nick D.
Format:Paperback
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. Some years have passed since the book was first written and much has changed in the world of marketing since then. Even so the principles explained by the authors remains sound although the examples are in some cases dated.

What makes the book so good? The fundamental problem that the authors' approach was designed to overcome was the fact that we live in an increasingly over-commuicated marketplace. if that was a problem in the 1980s, it is an even bigger one today. With so many firms blasting consumers with selling messages, how an earth do you stand out from the crowd? Ries and Trout suggest that the answer is to position your brand. What this involves is attaching a focused thought to your product that communicates a unique benefit relative to other brands in the same category. Easier said than done.

In explaining their concept and illustrating it with brilliant examples the book cleverly shows how marketing is a fusion of art and science. It is about creativity rooted in a fact-based understanding of your customers. When you apply the simple rules that govern how to position a brand, like the law of focus, and so on, you will succeed in generating breakthrough ideas that help your own a powerful thought in the minds of your target audience.

When 'Positioning: the battle for your mind' was written, advertising was very much the 'killer app' of marketing and the internet didn't exist. Today, advertising is only one of a range of marketing tools and very much plays second fiddle to other levers of customer conversion.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Probably the best business book I have read 31 May 2007
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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2 of 2 people found the following review helpful
4.0 out of 5 stars Relevant 8 Aug 2010
Format:Paperback
A fascinating read for everyone considering to launch a product, service or idea alike. Very accessible to even a most novice reader like myself. Quite dated in its examples, but the insights (though not the only one in the field I'm sure) still make valuable sense.
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1 of 1 people found the following review helpful
Format:Hardcover|Verified Purchase
An interesting book which has been revised by the authors to show where their predictions were right and where they were wrong. Of course in the latter cases it was often "because management didn't listen, or follow the advice". Covers a wide range of well-known, and lesser-known brands.

Highlights some branding errors which are laughably stupid, but possibly insufficient recognition is given to quite how much luck is involved in the succees, or failure, of a brand strategy?

Overall well worth reading - and very thought provoking.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great book on positioning 28 Jun 2013
By mallii
Format:Paperback|Verified Purchase
Very detailed, digs really deep into the topic. If you are looking to stand out of the crowd, it is a book to go for.
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5.0 out of 5 stars A Marketing Classic - A must read 14 July 2000
By A Customer
Format:Paperback
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. Like all other books by Trout and Ries, "Positioning" is straight-forward, common-sensical and easy to read. The book is full of real market example of positioning attempts that succeeded and failed.
This book belongs on the bookshelves of marketers just as much as the laws of trigonometry belong on the shelves of mathematicians
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Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
Good and inspiring
Published 1 month ago by panayiotis sardos
4.0 out of 5 stars Good book
It came as described, new and quickly too.
Published 1 month ago by ima
5.0 out of 5 stars Five Stars
Thanks
Published 2 months ago by Giles
5.0 out of 5 stars Good
Very good reading, it gives a lot of information about marketing even for new person in the bussines. You have to be very concentrated while reading.
Published 8 months ago by Petra
3.0 out of 5 stars Weak for positioning
I was expecting more of this book, more information about positioning a brand or product, however it's an easy read
Published 10 months ago by Robin
4.0 out of 5 stars still pertinent today
A thorough book with examples that ring true today even though the communication media has shifted further into overdrive. Read more
Published 10 months ago by Nick W
2.0 out of 5 stars Out of date
The research in this book is about the late 90's and is mainly about the American market, which wouldn't be so bad if I had heard of at least half of the brands that are mentioned. Read more
Published 15 months ago by Elena Tamova
4.0 out of 5 stars A classic
The book is quite good and this edition covers a foreword from Kotler. An inspiring must read book for every manager.
Published 15 months ago by Nihat Tavsan
3.0 out of 5 stars A bit dated but key ideas still valid
It provides a good intro into the idea of positioning, however do not expect too much of this book, I think anyone looking to deep further into this topic should have to complement... Read more
Published 16 months ago by Miquel
4.0 out of 5 stars Eternal home truths
A great book to remind sales and marketing people the key basics of positioning. Thoroughly recommended read for any level of manager.
Published 17 months ago by Jst
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