Buy a cheap copy of Positioning: The Battle for Your Mind book by Al Ries. 'One of the most important communication books I've ever read. I highly recommend it!' - Spencer Johnson, author of 'Who Moved My Cheese?' And co-author of 'The One. Free shipping over $10. You know that you and your company are special, but your potential customers won't know. Positioning: The Battle For Your Mind, By Al Ries and Jack Trout.

Yes, this is the renowned marketing classic, revered for bringing to light the now ubiquitous strategy of positioning. If you’re in business, you probably have at least a fuzzy notion of what the term means. If you’re in marketing, you probably hear the word used at least five times a day. (Seriously, try counting.) But in terms of defining positioning and explaining how to use it as a foundation for your strategy, nobody has done a better job than Al Ries and Jack Trout in this original. Of course, the book does have a slightly historical flavor to it now, since the most contemporary business examples cited arrive from the 1970s and 1980s.

While a lot has changed since then, a lot hasn’t. You’ll be surprised how similar this book sounds to the marketing missives of 2001, despite the fact that it was written before the arrival of the Internet, globalization and other buzzwords du jour.

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Getabstract recommends that any executive charged with product development or general business strategy join those in marketing, advertising and sales by taking a few hours to read this book, and get back to the basics.

'One of the most important communication books I've ever read. I highly recommend it!'

--Spencer Johnson, author of 'Who Moved My Cheese?' And co-author of 'The One Minute Manager'. 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. 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; and, 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; and, 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. Igi5 pc games. Rating: (not yet rated) Subjects • More like this •. 'One of the most important communication books I've ever read. I highly recommend it!' --Spencer Johnson, author of 'Who Moved My Cheese?' And co-author of 'The One Minute Manager'. Ries and Trout taught me everything I know about branding, marketing, and product management.