Book
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. Writ...

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:

Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
Position a follower so that it can occupy a niche not claimed by the leader
Avoid letting a second product ride on the coattails of an established one.
Positioning also shows you how to:

Use leading ad agency techniques to capture the biggest market share and become a household name
Build your strategy around your competition's weaknesses
Reposition a strong competitor and create a weak spot
Use your present position to its best advantage
Choose the best name for your product
Determine when-and why-less is more
Analyze recent trends that affect your positioning.
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.

(From Goodreads)

Show More

Number of Pages: 213

ISBN: 0071373586

ISBN-13: 9780071373586


Recommended by
Recommendations from around the web and our community.

99% of marketing books are terrible But some are great Each of these 3 favorites is really a book on psychology and human nature, and about acknowledging that good marketing is about seeing things as they are and not as they ought to be What 10/10 marketing books are there?

The classic marketing book, one of the first to specifically address positioning your product in a consumer’s mind.

One of the most timeless marketing books ever written, Positioning is the art of creating new space in the customer's mind for your product/service/offering.

No differentiated position, no meaningful company.

Recommended under What 10/10 marketing books are there? (asked by Patrick OShaughnessy)

‘Positioning’ gave me more insight than my 4 year business degree in college.