"...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.