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:
Positioning also shows you how to:
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required listening for anyone in business today.
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"Classic text on what positioning is and why it matters. I didn't agree with every point (especially the ones re: brand extensions) but still consider this part of the brand strategist's canon. Read it! " — Fritz (4 out of 5 stars)
"Classic text on what positioning is and why it matters. I didn't agree with every point (especially the ones re: brand extensions) but still consider this part of the brand strategist's canon. Read it! "
" Positioning, mengetahui posisi kita di pasar. "
" The book is very thoughtful. But excessive reference to american products made me lost. "
" An interesting look at how companies brand and market their products and also an entertaining case study filled glance at the big guys screwing up. It’s a quick and recommended read. "
" The most important book you read for the most powerful concept in marketing. ??? ???? ???? ?????? ? ???? ????? ???? ?????? "
" Insightful for people with zero marketing background (like me). Dated in a perfectly charming way. "
" Highly overrated. During several sections, it seemed like the authors' exercise in self-gratification. "
" An advertising/marketing classic. All the principles still apply. "
" Highly recommend that any marketer reads this book. Positioning is an important part of the marketing mix. "
" Dated, but that was half the charm. Concepts aren't going away, they're just taking new form in a new marketplace. Great read, and well written! "
" Outdated examples, simple language, but principles are fundamental to doing business. Outstanding. "
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, 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 Channels, CNN, CNBC, PBS, ABC, CBS, and others.
Grover Gardner (a.k.a. Tom Parker) is an award-winning narrator with over a thousand titles to his credit. Named one of the “Best Voices of the Century” and a Golden Voice by AudioFile magazine, he has won three prestigious Audie Awards, was chosen Narrator of the Year for 2005 by Publishers Weekly, and has earned more than thirty Earphones Awards.
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