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How to be seen and heard in the overcrowded market

Author(s): Al Ries, Jack Trout

ISBN13: 9780071373586

ISBN10: 0071373586


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  • One of the most important communication books Ive ever read. I highly recommend it! - Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manager". ...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of "Positioning"... - David Bohnett, Chairman and Founder of GeoCities. 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 customers mind - one that reflects a companys 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: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market - and stays there; position a follower so that it can occupy a niche not claimed by the leader; and, avoid letting a second product ride on the coattails of an established one."
  • Al Ries

    Jack Trout

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