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It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.

作者简介：

Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

Introduction

CHAPTER 1 What Postioning IS All About

CHAPTER 2 The Assault on the Mind

CHAPTER 3 Getting Into the Mind

CHAPTER 4 Those Little Ladders in Your Head

CHAPTER 5 You Can't Get There from Here

CHAPTER 6 Positioning of a Leader

CHAPTER 7 Positioning of a Follower

CHAPTER 8 Repositioning the Competition

CHAPTER 9 The Power of the Name

CHAPTER 10 The No-Name Trap

CHAPTER 11 The Free-Ride Trape

CHAPTER 12 The Line-Extension Trap

CHAPTER 13 When Line Extension Can Work

CHAPTER 14 Positioning a Company :Monsanto

CHAPTER 15 Positioning a Country:Belgium

CHAPTER 16 Positioning a Product:Milk Duds

CHAPTER 17 Positioning a Service:Mailgram

CHAPTER 18 Positioning a Long Island Bank

CHAPTER 19 Positioning the Catholic ChurchPositioning the Catho

CHAPTER 20 Positioning Yourself&Your Career

CHAPTER 21 Six Step to Success

CHAPTER 22 Playing the Postioning Game

Index

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"...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

"One of the most important communication books I've ever read. I recommend it highly!"

­­ ——Spencer Johnson, MD, co-author of The One Minute Manager

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Book Description

It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The first book to deal with the problems of communicating to a skeptical public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

"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. A handsome edition of the original 1981 text, this "20th Anniversary Edition" makes available to business and marketing professionals - including tens of thousands of Ries and Trout groupies, worldwide - the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn't follow, Ries and Trout's thinking.

Book Dimension

Height (mm) 208 Width (mm) 188