Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace (Paperback)

Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace Book Description

"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 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 inadvertising history. Revised to reflect significant developments in the five years since its original publication, "Positioning" is required reading for anyone in business today.
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. 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. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

About the Author :

Al Ries has contributed to Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace as an author. Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of "The 22 Immutable Laws of Branding" and "The Fall of Advertising and the Rise of PR", which was a "Wall Street Journal" and a "BusinessWeek" bestseller, and, most recently, "The Origin of Brands". Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Ch

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