Positioning: The Battle for Your Mind: Amazon.co.uk: Al Ries, Jack Trout: Books

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.

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.

See all Product Description

3 of 3 people found the following review helpful

Blindingly obvious (after you've read it!) 18 Jan 2005

By Mr Jeff Thompson

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.

Comment |

Was this review helpful to you?

Yes

15 of 17 people found the following review helpful

This is a must read book for any manager! 8 Feb 2001

By A Customer

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

Probably the best business book I have read 31 May 2007

By Paul Tomkins

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.

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 29 days 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

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

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

Positioning: The Battle for Your Mind [Paperback]

Formats

Frequently Bought Together

Customers Who Bought This Item Also Bought

Product details

More About the Authors

Product Description

Product Description

From the Back Cover

Tags Customers Associate with This Product

What Other Items Do Customers Buy After Viewing This Item?

Customer Reviews

Customer Discussions

Start a new discussion

Listmania!

Look for similar items by category

Look for similar items by subject

Feedback