“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
A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals?including tens of thousands of Ries and Trout groupies, worldwide?the work that forever changed the way marketing strategy is done. This new 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, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.
"synopsis" may belong to another edition of this title.
"...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.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.
"About this title" may belong to another edition of this title.
Book Description MCGRAW-HILL EDUCATION (ISE EDITIONS), 1987. Book Condition: Very Good. Rev Ed. N/A. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP75092559
Book Description McGraw-Hill Education (ISE Editions), 1987. Paperback. Book Condition: Used; Good. Ships from the UK within 24 hours. Bookseller Inventory # BBI2287432
Book Description Paperback. Book Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bookseller Inventory # GOR000964598
Book Description McGraw-Hill Education (ISE Editions) 1987-03-01, 1987. Paperback. Book Condition: Very Good. All books are pre-owned and will have been read by someone else before you. They may well show signs of minor wear and tear. Please note, cover images are illustrative only, and the actual book cover and edition can vary. Bookseller Inventory # 9780071002738-21
Book Description MCGRAW-HILL EDUCATION (ISE EDITIONS). PAPERBACK. Book Condition: Very Good. 0071002731. Bookseller Inventory # FF0033994
Book Description Mcgraw-Hill Education (Ise Editions), 1987. Couverture souple. Book Condition: Bon. couverture souple, format moyen , bon état Intérieur bon, couverture légèrement défraichie Tranche légèrement tâchée. Bookseller Inventory # 5-471052