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

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McGraw-Hill Education, Jan 18, 2001 - Business & Economics - 246 pages
257 Reviews

"...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.

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Good introduction on the idea of product positioning. - Goodreads
The staccato-styled writing is very distracting for me. - Goodreads
There are some nuggets of insight that I think wil - Goodreads
The style of writing. - Goodreads

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

User Review  - Shelley - Goodreads

i feel like i'm going through a phase in reading business or marketing books, and there's like one good idea in each book. only one. but maybe that's enough. just have to read 75 books. and maybe that's a good idea too. Read full review

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

User Review  - Gianluca Buccarella - Goodreads

essential, although a little dated. Read full review

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About the author (2001)

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.

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