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Positioning: The Battle for Your Mind, 20th Anniversary Edition Hardcover – Illustrated, 16 December 2000

4.5 out of 5 stars 237 ratings

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Hardcover, Illustrated, 16 December 2000
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Product description

From the Back Cover

"...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 (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.
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Product details

  • ASIN ‏ : ‎ 0071359168
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 9780071359160
  • ISBN-13 ‏ : ‎ 978-0071359160
  • Customer reviews:
    4.5 out of 5 stars 237 ratings

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4.5 out of 5 stars
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Ralph
4.0 out of 5 stars Interesting on many levels - worth reading. Marketing at its simplest?
Reviewed in the United Kingdom on 2 July 2013
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Sócrates Silva
5.0 out of 5 stars A Classic For A Reason
Reviewed in the United Kingdom on 30 January 2021
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Ranjit S Chaggar
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on 19 January 2017
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ajay bhatia
4.0 out of 5 stars Great buy.
Reviewed in India on 28 June 2020
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Amazon Customer
5.0 out of 5 stars Must read for marketing enthusiasts
Reviewed in India on 28 May 2022
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