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.
About the Authors
Well known marketing strategist Al Ries is chairman of Ries & Ries Focusing Consultants. The late marketing pioneer Jack Trout chaired Trout & Partners.
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5 years agoGreat refresher.
6 years agoGreat and timeless book! Especially when marketers need to find new small market "Creneaus" in new and fragmented markets.
1 decade agoJust a classic. I read it whenever I have the feeling to get lost in to many ideas. Always helps me to get to the basics.
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