Positioning: The Battle for Your Mind

by Al Ries, Jack Trout, Philip Kotler (Foreword)

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:

Genres: Business, Nonfiction, Psychology, Entrepreneurship, Buisness, Management, Communication

224 pages, Paperback

First published January 1, 1980

About the author

Alfred Paul Ries was an American marketing professional and author. He was the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.

Reviews

[Theut]

Un bel po' datato e troppo americanocentrico: alcune idee sono "la base" del marketing, mentre altre dinamiche, complice la digitalizzazione di processi e il web, sono state stravolte. Interessante il capitolo "Posizionare te stesso e la tua carriera" e alcuni degli altri posizionamenti che forniscono spunti interessanti.

[Basoncia]

Da leggere ma molto vecchio. Un mondo passato. Come tanti libri americani, una somma di risultati raccontati dall’esterno.

[Alfonso]

Un classico. Imperdibile.

[Paolo Caputo]

Fondamentale