4 of 7 people found the following review helpful
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This review is from: Positioning: The Battle for Your Mind (Paperback)
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).
As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.