Summary of Positioning: The Battle For Your Mind

How to Be Seen and Heard in the Overcrowded Marketplace

First Edition: 1980 more...

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Positioning: The Battle For Your Mind book summary
Marketing, old school.


9 Overall

9 Applicability

10 Innovation

9 Style


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. 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.

In this summary, you will learn

  • How to position your product or service competitively
  • How to strategically reposition a competitor brand
  • Why a fresh, unique name is crucial for a new product


What is Positioning?
Positioning is an approach that seeks to guide the placement of your message in a prospective customer’s mind. Positioning is essential for communicating in an over-communicated society.

To stand out, your company must create a position inside the customer...
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About the Authors

Al Ries  is chairman of Ries & Ries Focusing Consultants. Jack Trout  is chairman of Trout & Partners. Ries and Trout are among the world’s best-known marketing strategists.

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    Thomas Bergen 4 years ago
    Just 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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