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Positioning: The Battle for Your Mind (Marketing/Sales/Advertising & Promotion) Paperback – 1 Jan 2001

4.3 out of 5 stars 44 customer reviews

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Product details

  • Paperback: 224 pages
  • Publisher: McGraw-Hill Education; 2nd ed. edition (1 Jan. 2001)
  • Language: English
  • ISBN-10: 0071373586
  • ISBN-13: 978-0071373586
  • Product Dimensions: 13.7 x 1.5 x 20.3 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (44 customer reviews)
  • Amazon Bestsellers Rank: 22,161 in Books (See Top 100 in Books)
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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.

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.

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Customer Reviews

Top Customer Reviews

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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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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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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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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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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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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Disappointing. Everything in this book is familiar to anyone who took Marketing 101. Buy it out of nostalgia, but little else. Seriously dated case studies and examples and doesn't hold up to many new more exciting on ideas on branding and positioning existing on the internet today.
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I bought this book to help my business understand the importance of market positioning, and I have to say that this is probably one of the most important business marketing books I have ever read. In a world filled with tons of products and companies consumers are simply overwhelmed with choice. The only way to truly stand out in a crowded marketplace, which is what Al Ries refers to throughout this book, is to establish a position in your consumers mind. He also gives you helpful tips on how being the number 2 or 3 brand in a category can be a good thing if the top spot is already occupied.
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