Positioning: The Battle for Your Mind
"One of the most important communication books I've ever read. I highly recommend it!"
"...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...."
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:
Positioning also shows you how to:
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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"Positioning" is the next step after "Marketing Warfare" book. It is the same captivating and interspersed with numerous examples and stories from real life.
I would recommend this book for anyone who ever thought about promotion of anything (product, project, company, person etc).
Positioning is almost everywhere in modern life so getting on with it is something worth to do.
However I would recommend this book even if you are not going to promote anyone or anything. This could be just very interesting to read just for entertain yourself.
Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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