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26 Reviews
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4 of 4 people found the following review helpful
5.0 out of 5 stars Blindingly obvious (after you've read it!)
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.
Published on 18 Jan 2005 by J.R. Thompson

versus
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 9 months ago by Robin


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4 of 4 people found the following review helpful
5.0 out of 5 stars Blindingly obvious (after you've read it!), 18 Jan 2005
This review is from: Positioning: The Battle for Your Mind (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
This review is from: Positioning: The Battle for Your Mind (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 One of the most influential marketing books ever written, 15 Mar 2011
This review is from: Positioning: The Battle for Your Mind (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. The beauty of positioning is that it works across all elements of the marketing mix. Which is why it remains such an important technique today.

Ries and Trout have a very fluent and engaging style, as you'd expect from brilliant communicators. This book will whet your appetite for more of their work. You will enjoy and learn from everything they've written. This, however, remains the most seminal output of their successful association. It can be read in an afternoon, but it will see you through a lifetime's career in marketing. I've made a lot of money thanks to these guys, so the least i could do was thank them through this review.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Relevant, 8 Aug 2010
By 
S. De Jean - See all my reviews
(REAL NAME)   
This review is from: Positioning: The Battle for Your Mind (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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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
By 
Paul Tomkins - See all my reviews
(REAL NAME)   
This review is from: Positioning: The Battle for Your Mind (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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1 of 1 people found the following review helpful
4.0 out of 5 stars Interesting on many levels - worth reading. Marketing at its simplest?, 2 July 2013
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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
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This review is from: Positioning: The Battle for Your Mind (Paperback)
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
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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5.0 out of 5 stars Five Stars, 14 July 2014
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This review is from: Positioning: The Battle for Your Mind (Paperback)
Thanks
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5.0 out of 5 stars Good, 1 Jan 2014
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This review is from: Positioning: The Battle for Your Mind (Paperback)
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.
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Positioning: The Battle for Your Mind
Positioning: The Battle for Your Mind by Jack Trout (Paperback - 1 Jan 2001)
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