Sign in with Facebook
Loading...
47th out of 237 books
—
394 voters
Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
by
Al Ries,
Jack Trout
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty...more
Paperback, 213 pages
Published
December 13th 2000
by McGraw-Hill Companies
(first published 1980)
Friend Reviews
To see what your friends thought of this book,
please sign up.
Community Reviews
(showing
1-30
of
3,000)
I don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action.
However, Ries raised a lot of red flags with how certain he sounded about his assessments. He says things like, "a better name for product X? *name he just came up with*". Sometimes, he makes these statements without much supporting evidence. Anyway, it wasn't a huge part of the book, but he sounded so sure about everything, and that really off-putting fo...more
However, Ries raised a lot of red flags with how certain he sounded about his assessments. He says things like, "a better name for product X? *name he just came up with*". Sometimes, he makes these statements without much supporting evidence. Anyway, it wasn't a huge part of the book, but he sounded so sure about everything, and that really off-putting fo...more
In my job, there's some downtime. It's feast or famine writing. So our superiors have requested that in these periods of nothingness we delve into some reading with the goal of honing some sort of skills, i.e., professional development. Ok. Fine. Positioning: The Battle for Your Mind is one of the books on our list.
This is certainly not a book I would have ever picked up on my own, and I've yet to determine if it's made an impression on me. Hmmmmm. Well, yeah, I guess it has a little bit. Some p...more
This is certainly not a book I would have ever picked up on my own, and I've yet to determine if it's made an impression on me. Hmmmmm. Well, yeah, I guess it has a little bit. Some p...more
Al ries, beliau adalah penemu kata positioning dalam pemasaran. sebagai seorang praktisi pasar dan marketpreneur sejati buku ini cukup menarik untuk dibaca dan di amalkan :D. Apalagi sempat muncul pro dan kontra marketer saat buku ini terbit, buku ini memetakan cara berpikir yang freak dan cenderung aneh pada "saat itu", dan buku ini masih digunakan sampai saat ini, untuk landasan para new marketpreneur dan manager dalam memulai atau mempertahankan posisi pasar mereka.
positioning sendiri berarti...more
positioning sendiri berarti...more
The whole book can be boiled down to 2 key ideas:
- The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight!
- Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!
I read the updated edition of...more
- The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight!
- Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!
I read the updated edition of...more
Answer this: do more people have automotive batteries bought at JC Penney or Sears? You do know that the DieHard brand is from Sears, right?
This just made the "must read" book list for Main Street Startups. I bought it in May 1996. Studied it again at length in July 2010. And now again, December 2011.
Recently I did several presentations on the Four Ps of Marketing Mix and brought my attention back to this classic Ries & Trout text. The examples are simply engaging. If you are serious about y...more
This just made the "must read" book list for Main Street Startups. I bought it in May 1996. Studied it again at length in July 2010. And now again, December 2011.
Recently I did several presentations on the Four Ps of Marketing Mix and brought my attention back to this classic Ries & Trout text. The examples are simply engaging. If you are serious about y...more
A must read for every Marketing, Entrepreneur, and a Product person.
Easy read, grabs you from the first paragraph. Must follow it with "22 immutable laws of Marketing" and then the "22 immutable laws of Branding" - they read like a terrific series.
These 3, along with Tipping Point and "Made to Stick" can become the "Marketing Curriculum" for any new person to marketing.
I'm missing a book that talks about "managing marketing process & department" - more about what type of people to hire, what...more
Easy read, grabs you from the first paragraph. Must follow it with "22 immutable laws of Marketing" and then the "22 immutable laws of Branding" - they read like a terrific series.
These 3, along with Tipping Point and "Made to Stick" can become the "Marketing Curriculum" for any new person to marketing.
I'm missing a book that talks about "managing marketing process & department" - more about what type of people to hire, what...more
This is a classic in the marketing field. The authors define positioning as "a new approach to communication...But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect."
The book then goes on to present the concept of positioning, and the associated challenges and opportunities. What sets this book apart is the plethora of examples that are provided from a variety of industries (both serv...more
The book then goes on to present the concept of positioning, and the associated challenges and opportunities. What sets this book apart is the plethora of examples that are provided from a variety of industries (both serv...more
Good introduction on the idea of product positioning. The idea that all that matters is where the product fits into the consumers' mind. The book is a bit long in the tooth given that it was written in the eighties. The lessons are still relevant, but the examples are passe. I laughed out loud when they discussed the faults with initializing a company name but said AT&T is okay because everyone knows them as American Telephone and Telegraph. There are some nuggets of insight that I think wil...more
This book feels like it was composed via cell phone text messages. Many of the paragraphs are a single sentence.
The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you have to position your product/company/person in the mind of the consumer, in relation to the market leader. And forcing your idealized position on the mind of the consumer won't work, so your positio...more
The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you have to position your product/company/person in the mind of the consumer, in relation to the market leader. And forcing your idealized position on the mind of the consumer won't work, so your positio...more
In this book, the authors point out many of the flaws in the way that businesses approach the marketing of their products and services. They highlight the need for businesses to start with how consumers see their products and services and build from there, rather than assuming consumers will see things the way the company sees them. The authors also point out the importance of being first-to-market and that companies that are attempting to enter a market with an established leader should try to...more
This was a fairly interesting book to read. Since I know so little about marketing -- my only real knowledge on the subject came from a marketing class in college -- I had a lot to learn, but "positioning" is a really interesting concept to me. It really drives home how important the various aspects of a business are to success. The product may be amazing, but it won't be a hit unless it is properly positioned & sold.
It turns your head around, forcing you to think outside-in. It's not about what your product is, it's about how they perceive it. It's not what you say, it's how they get it.
From positioning a candy bar, a bank, a country or the church, the book presents the basic principles for doing it.
Examples are insightful although because it's a classic, they are a little old. Nevertheless a great book.
From positioning a candy bar, a bank, a country or the church, the book presents the basic principles for doing it.
Examples are insightful although because it's a classic, they are a little old. Nevertheless a great book.
Wow. I totally can't really recall how I truly felt after reading this book. I think by the time I bought it, the web was already filled with enough information to educate me on the power of "positioning", how to, etc. Sorry, not much of a help here. I think this book was bought and eventually read and halfway neglected sometime in 2005-6.
Wadddda BOOK!!!!One of the thoughts around which the book revolves is that The battleground in business is the mind of the customer. If you can live there, there is no marketing, selling, or branding required.
My learnings were anything can be sold with conviction and right positioning and positioning can create customer evangelists not just loyal customers....great stuff to read!!
My learnings were anything can be sold with conviction and right positioning and positioning can create customer evangelists not just loyal customers....great stuff to read!!
Ries, Al, and Jack Trout (1981, 2001), Positioning: the Battle for Your Mind, Warner Books, McGraw-Hill, New York, NY. A lively introduction to the concept of positioning, as it applies to products, services, companies, countries, churches, causes, and careers.
Dec 11, 2008
Rickeclectic
rated it
5 of 5 stars
Recommends it for:
Anyone wanting to understand product marketing
Shelves:
business
Very important marketing book. Must read for folks who want understand product (and services) marketing dynamics. Short, easy to read, not much technical jargon and not dry. Spme examples in the book may be a bit dated, but they are still relevant.
The word Positioning that changed the world of marketing,advertising...The word around which the strategy of companies and brand revolve was first time coined in this Bible for marketers and advertisers.The book is must read for marketers.
Great book, and lots to think about. However it wasn't just the interesting ideas that gripped me, I enjoyed reading about the companies given as examples. Many are still around and doing well - some I've never even heard of! It's all about positioning...
a great read for a small business owner in an industry saturated with professional competition and amateurs deteriorating the industry's worth. when you cant afford or don't want to outsourced your marketing/advertising, this book is a must read as a foundation (position ) on which to build all other marketing efforts.
This is a great book focused on positioning a business or a product in the market place. It is a little dated in the examples and stories but the principles are still very much current. Although it is a business book, I found it interesting to relate to myself personally and how I position myself in my career.
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!
A marketing classic.
At times, some of the conclusions feel thinly supported and over-generalized.
However, it's hard to over-estimate the impact of the concepts contained in this book.
At times, some of the conclusions feel thinly supported and over-generalized.
However, it's hard to over-estimate the impact of the concepts contained in this book.
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.
Many good points but many assumptions, for every example the authors gave I can get others that conflict it, and it is bit dated many example for brands that don't exist any more.
Simplemente magnifico, "Para muchos es la Biblia sobre estrategia. El libro de publicidad más influyente que jamás se haya escrito" portada de la ed. especial del vigésimo aniversario de la publicación de la obra.
NO PUEDO ESTAR MáS DE ACUERDO.
NO PUEDO ESTAR MáS DE ACUERDO.
It's like an explanation of what the people in Mad Men actually do. Worthwhile read for anyone who has ever wondered why some ads/companies work, and others don't.
The classic guide to marketing: how to sell your car, your country, yourself. Recommended for anyone to be heard and wield influence.
Add good study of successful and unsuccessful branding and positioning campaigns. At times Ries's analogies ran a little long.
A must-read book on market positioning for the knowledge worker, manager, executive, or entrepreneur.
Excelente libro que muestra el comportamiento de las personas... ayudará mucho en su carrera... 100% recomendado
There are no discussion topics on this book yet.
Be the first to start one »
Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw Unive...more
More about Al Ries...
Ries graduated from DePauw Unive...more
Share This Book
No trivia or quizzes yet. Add some now »
Apr 01, 2013 03:12am