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Positioning: The Battle for Your Mind: The Battle for Your Mind [Kindle Edition]

Al Ries , Jack Trout , Philip Kotler
4.1 out of 5 stars  See all reviews (29 customer reviews)

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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.



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.

Synopsis

Discusses the new, key advertising concept of positioning, explaining ways companies can create a "position" in the client's mind when launching ad campaigns, with many fascinating case histories and helpful pointers.

Product details

  • Format: Kindle Edition
  • File Size: 461 KB
  • Print Length: 228 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (3 Jan. 2001)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B006B7LQ90
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Bestsellers Rank: #108,127 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
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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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
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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By ML
Format:Paperback|Verified Purchase
Allowing for the fact that most of the examples given are for USA companies, hardly surprising since the authors are in USA, this book should be compulsory reading for anyone who doesn't understand why their business isn't getting the response they think they deserve.

A few years ago I came up with a brilliant idea for promoting my business which generated huge response and became a talking point within my field. I dropped the idea because I felt that it had run its course but I sort of regret doing so because in the context of positioning it was second to none. Fortunately, i have a couple more brilliant ideas up my sleeve which I'm working on and reading this book has certainly helped shaped my intuitive approach into something more tangible.
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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
1.0 out of 5 stars One Star
See above
Published 1 month ago by juemac55
4.0 out of 5 stars Four Stars
Great summary. Could have expanded a little but itherwise to the point
Published 1 month ago by Amazon Customer
2.0 out of 5 stars Like seeing an not that interesting old friend
Disappointing. Everything in this book is familiar to anyone who took Marketing 101. Buy it out of nostalgia, but little else. Read more
Published 5 months ago by M. Nicolas
5.0 out of 5 stars Five Stars
Good and inspiring
Published 8 months ago by panayiotis sardos
4.0 out of 5 stars Good book
It came as described, new and quickly too.
Published 8 months ago by ima
5.0 out of 5 stars Five Stars
Thanks
Published 8 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 15 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 16 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 17 months ago by Nick W
5.0 out of 5 stars Great book on positioning
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.
Published 21 months ago by mallii
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