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Positioning : The Battle for Your Mind 20th Edition

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Language: English
Length: 264 Pages
Publisher: Tata McGraw - Hill Education
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Positioning : The Battle for Your Mind 20th Edition By Al Ries, Jack Trout
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Positioning : The Battle for Your Mind 20th Edition (Paperback) Price: Rs.330

Positioning: The Battle For Your Mind is a business classic and provides readers expert, time-tested advice on advertising and branding.

Summary Of The Book

Positioning: The Battle For Your Mind reveals an important business strategy called positioning. It teaches readers how to place a product in a manner that allows the brand name to have a lasting impact on a potential consumer's mind.

The book is filled with actual examples of advertising campaigns and how this strategy has worked. The authors have made an in-depth study into the successes and failures of ad campaigns over the years. This book even features the authors' commentary.

It states that marketing should be undertaken in a manner that allows the comparison of a particular brand’s strengths with a competing brand’s weaknesses, as they vie for space in the consumer's mind. Some of the chapters in this book include The Assault on the Mind, Those Little Ladders in Your Head, Repositioning the Competition, The Power of the Name, and Six Steps to Success.

This book provides the techniques of retaining a brand in the consumer's mind, especially in an age where there is an overload of information and a plethora of options. It uses the concepts of leader and follower, while placing brands.

Positioning: The Battle For Your Mind is a bestseller that industry professionals swear by. Front runners in the industry like David Bohnett and ­Spencer Johnson have claimed to be deeply impacted by this book.

About The Authors

Al Ries is a writer and a marketing expert.

He has written Focus, 22 Immutable Laws of Branding, and War in the Boardroom.

He acquired a degree in liberal arts from DePauw University. He then started his career in the advertising department of a company. He is currently the Chairman of Ries & Ries, a consulting firm. Ries boasts a reputable list of clientele including Apple Inc., AT&T, Intel, Frito-Lay, IBM, and Xerox.

Jack Trout is the founder of Trout and Partners and is credited with inventing the marketing warfare theory.

He has penned The 22 Immutable Laws of Marketing, Repositioning: Marketing in an Era of Competition, Change, and Crisis, and A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius.

He began his career with General Electric, and was employed in their advertising department. He then had a long stint with Al Ries. His company, Trout and Partners, provides international marketing strategies to an impressive string of clients. He is also credited with Papa John's famous slogan, 'better ingredients, better pizza'.

Table of Contents

Introduction
Chapter 1: What Positioning 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 Trap.
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 Church.
Chapter 20: Positioning Yourself & Your Career.
Chapter 21: Six Steps to Success.
Chapter 22: Playing the Positioning Game.
Index

Specifications of Positioning : The Battle for Your Mind 20th Edition (Paperback)

Contributors
Authored By Al Ries, Jack Trout
Book Details
Publisher Tata McGraw - Hill Education
Publication Year 2003 April
ISBN-13 9780070533752
ISBN-10 007053375X
Language English
Edition 20th
Edition Type Anniversary
Binding Paperback
Number of Pages 264 Pages
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Book Reviews of Positioning : The Battle for Your Mind 20th Edition

4.8
Average Rating
Based on 16 ratings
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Showing 1-5 of 5 reviews
★★★★★
★★★★★
29 December 11
first to review
A must read

Even though the book was written 30 years back, the concepts are still very relevant today. For anyone who wants to know about Positioning a brand - this is a MUST READ.
The authors made predictions (some of them were off target) and many have been spot on. I highly recommend it for anyone who wants to learn how a brand can and should be positioned.

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2 of 2 users found this review helpful.
★★★★★
★★★★★
02 March 13
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certified buyer
Flipkart is AWESOME!!

Have to start my review with the service provided by Flipkart - You guys have an amazing delivery logistic in place...The book is a must read for all Marketeers as well as advertisers. the recommendations for reading this came from many experienced marketer's i know and i am glad i read it. Thanks Flipkart

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1 of 1 users found this review helpful.
★★★★★
★★★★★
29 November 12
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certified buyer
Best book on Marketing

I came to know about this book after reading an interview of a popular and well-known marketing manager. Though, neither am having any marketing experience nor having an MBA, I believe the learning's from this book could be applied in every field of life. Simple to read. Explains events pertaining to marketing terminology in an easy way.

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0 of 0 users found this review helpful.
★★★★★
★★★★★
Saravanan Ravi Ch...
27 March 14
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certified buyer
I find my path to success

This book is absolutely fulfill my needs and i get the perfect direction from branding to positioning... Thanks a lot..

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★★★★★
★★★★★
11 February 14
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certified buyer
beautiful book on positioning

this is is awesome if you want to learn about what is positioning of a particular product
a thumbs up for the book

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    ISBN Number: 007053375X, 9780070533752, 978-0070533752

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