Al Ries


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The United States
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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 University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-
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Average rating: 4.02 · 33,452 ratings · 1,205 reviews · 22 distinct worksSimilar authors
Positioning: The Battle for...

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4.03 avg rating — 13,848 ratings — published 1980 — 40 editions
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The 22 Immutable Laws of Ma...

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4.04 avg rating — 13,865 ratings — published 1993 — 45 editions
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The 22 Immutable Laws of Br...

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3.95 avg rating — 2,321 ratings — published 1998 — 22 editions
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Marketing Warfare

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4.10 avg rating — 1,116 ratings — published 1985 — 23 editions
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The Fall of Advertising and...

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3.73 avg rating — 765 ratings — published 2002 — 20 editions
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Focus: The Future of Your C...

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4.05 avg rating — 490 ratings — published 1996 — 16 editions
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The Origin of Brands: How P...

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3.80 avg rating — 351 ratings — published 2004 — 15 editions
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The 11 Immutable Laws of In...

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3.28 avg rating — 202 ratings — published 2000 — 12 editions
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Bottom-up Marketing

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3.95 avg rating — 152 ratings — published 1988 — 5 editions
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War in the Boardroom: Why L...

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4.03 avg rating — 111 ratings — published 2009 — 13 editions
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“Marketing is a battle of perceptions, not products.”
Al Ries, The 22 Immutable Laws of Marketing

“The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.”
Al Ries, The 22 Immutable Laws of Marketing

“The single most wasteful thing you can do in marketing is try to change a mind.”
Al Ries, The 22 Immutable Laws of Marketing

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