Jack Trout and Al Ries
Positioning: The Battle For Your Mind
How to Be Seen and Heard in the Overcrowded Marketplace
McGraw-Hill, 2001
¿De qué se trata?
Marketing, old school.
Recommendation
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.
Summary
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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