Positioning: The Battle For Your Mind
McGraw-Hill Education (India) Pvt Limited, Apr 1, 2003
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 - Write a review
The newest strategy in dealing with a new world of consumers is going to take more than positioning; it is going to take imprinting, and at speeds never dreamt of, there is a way to do this keeping up to speed with todays consumer, it actually involves going backwards to move forward. I have a system that will do just that and it includes combining, science and art. When your ready to hear this out, just reach out. I have thought long and hard and finally the answer arrived as it always does and it always involves being a circular thinker.A position is one place in time or physicality an imprint is more permanent and more effective.
Dennis Akervik Coelho
American Listed Artist/Designer/Consultant Alternative investments and tangible assets