Positioning: The Battle for Your Mind, 20th Anniversary Edition / Edition 3

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Overview

"...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.

...Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one...

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What People Are Saying

David Bohnett
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)
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Product Details

  • ISBN-13: 9780071359160
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 12/28/2000
  • Edition description: 20TH ANNIVERSARY
  • Edition number: 3
  • Pages: 246
  • Sales rank: 643,043
  • Product dimensions: 7.70 (w) x 8.30 (h) x 1.10 (d)

Meet 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.

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Table of Contents

Introduction 1
Chapter 1. What Positioning Is All About 5
Chapter 2. The Assault on the Mind 11
Chapter 3. Getting Into the Mind 21
Chapter 4. Those Little Ladders in Your Head 33
Chapter 5. You Can't Get There from Here 43
Chapter 6. Positioning of a Leader 51
Chapter 7. Positioning of a Follower 65
Chapter 8. Repositioning the Competition 77
Chapter 9. The Power of the Name 89
Chapter 10. The No-Name Trap 107
Chapter 11. The Free-Ride Trap 119
Chapter 12. The Line-Extension Trap 127
Chapter 13. When Line Extension Can Work 145
Chapter 14. Positioning a Company: Monsanto 159
Chapter 15. Positioning a Country: Belgium 171
Chapter 16. Positioning a Product: Milk Duds 179
Chapter 17. Positioning a Service: Mailgram 183
Chapter 18. Positioning a Long Island Bank 191
Chapter 19. Positioning the Catholic Church 199
Chapter 20. Positioning Yourself & Your Career 207
Chapter 21. Six Steps to Success 219
Chapter 22. Playing the Positioning Game 229
Index 245
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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted August 26, 2003

    Read this book before you spend your last dolars on communication!

    This book is not about something that suddently comes from the moon! It is real life. If you need a key to human's mind, it is it!

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted April 26, 2003

    This is a revolutionary book in Marketing!!!

    This is a book that makes You think another way, that changes your strategy and you understand that you were mistaken in many ways before...

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted March 13, 2009

    No text was provided for this review.

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