Positioning: The Battle for Your Mind, 20th Anniversary Edition

Al Ries, Jack Trout

McGraw-Hill Education, 1981 - Business & Economics - 246 pages

..".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

"One of the most important communication books I've ever read. I recommend it highly!"
--Spencer Johnson, MD, co-author of "The One Minute Manager"

It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, "Positioning" is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.

The first book to deal with the problems of communicating to a skeptical, over-communicated public, "Positioning "describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

What people are saying

Review: Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

User Review  - Eric Lin - Goodreads

I don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action. However, Ries raised a lot of red flags with how certain ...

Review: Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

User Review - Goodreads

Many good points but many assumptions, for every example the authors gave I can get others that conflict it, and it is bit dated many example for brands that don't exist any more.

About the author

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

Bibliographic information

• Title: Positioning: The Battle for Your Mind, 20th Anniversary Edition
• Authors: Al Ries, Jack Trout
• Edition: 3, illustrated, reprint
• Publisher: McGraw-Hill Education, 1981
• ISBN: 0071359168, 9780071359160
• Length: 246 pages
• Subjects: Business & Economics / Advertising & Promotion; Business & Economics / Marketing / General