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Positioning: The Battle for Your Mind, 20th Anniversary Edition | 
 enlarge | Authors: Al Ries, Jack Trout
Publisher: McGraw-Hill
Category: Book
List Price: $24.95
Buy New: $14.27
You Save: $10.68 (43%)
New (37) Used (20) from $11.98
Rating:  79 reviews
Sales Rank: 46043
Media: Hardcover
Edition: 3
Pages: 246
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 8.2 x 7.5 x 1
ISBN: 0071359168
Dewey Decimal Number: 659.1
UPC: 639785323570
EAN: 9780071359160
ASIN: 0071359168
Publication Date: December 28, 2000
Availability: Usually ships in 1-2 business days
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Product Description
“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 A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals—including tens of thousands of Ries and Trout groupies, worldwide—the work that forever changed the way marketing strategy is done. This new 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, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.
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| Customer Reviews: Read 74 more reviews...
 Whether you're expereienced in marketing or not, if you haven't read this book then you're a step behind November 21, 2008
Joshua Cunningham
This book was given to me by my dad, the king of business books and the fastest, most prolific reader I know. This guy blows through almost 1,000 pages a month on top of all the magazines, newspapers, and online sources he devours. Though our reading tastes aren't completely aligned, when he recommends a book, I typically read it (or at least add it to The List in earnest).
This is the kind of book I don't read. Though I find the advertising industry slightly interesting, I mostly hate it and wish it would go away (despite having a hand in it). This book, however, really cuts through the crap and explains positioning and branding in a way I've never heard before. In terms of marketing and branding, I pretty much live by the concepts in this book. Oh, and it's about 30 years old. That's how good this book is.
The book shows you what successful companies have done to become that way and what other successful companies have done to screw it all up. With tons of examples and a very straight-forward writing style, this book will explain why certain products win and why others fail.
I read this book quickly and moved onto others by the same authors. They really know their stuff.
A must read for anyone working in marketing October 15, 2008
Bozidar Jovicevic (Athes, Greece)
This book is simply a must-read for anyone entering the world of marketing. It teaches the essence of one of the core concepts of marketing in an easy-to-grasp way, filled with many examples. Interestingly enough, most of the suggestions are against common-sense approach and after some time a reader gets into this "ahaaaa" state.
If there is one message from this book for me, it would be the following - positioning is about deciding what you will NOT be (or how you DON'T WON'T to be perceived). Being a marketer, I find this concept one of the most difficult in everyday work. Why? Because usually a marketer has many options to choose, each one of them having great impact in the long run and many of them being totally wrong. So the key challenge is - what to sacrifice?
On the negative side, one can argue that positioning is a bit obsolete concept. However, although some of the "new marketing rules" exist nowadays, I would still consider classic concept positioning as one of the keys of successful marketing strategy for any brand.
Bottom-line - read it, study it, subscribe to a podcast. You'll learn a lot.
 Positioning, the Battle for your mind October 2, 2008
Kathleen Curry (San Jose, CA)
I have wanted to read this book for years as I ahd heard about it in other marketing studies.
This is key data for people doing marketing to present their clients in the most favorable light.
 Falls short.... September 22, 2008
Vipin Tiwari (CA, US)
I think this book falls short of expectations. The contents covered by the author in the whole book could have been successfully covered in 5 pages. Any one with a little bit of marketing background will find it hard to learn anything new. Positioning is a big success factor in any marketing campaign, and this book doesn't cover the "how to" part adequately.
Nevertheless, it's a very easy read and will take you about an hour to finish the book.
Great book - fun read August 26, 2008
Sapna Mehra (VA)
This was a quick read because it was so interesting. I loved the examples - really made the principles come to life.
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