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Positioning : The Battle for Your Mind (English) 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 (English) 20th Edition (Paperback) Price: Rs.333

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 (English) 20th Edition (Paperback)

Contributors
Authored By Al Ries, Jack Trout
Author Info Al Ries is Chairman of Ries & Ries, Focusing Consultants.
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 (English) 20th Edition

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TOP REVIEWS View All Top Reviews (8)

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★★★★★
★★★★★
Arjun Pisharody
29 Dec 2011
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.

2 of 2 users found this review helpful.
★★★★★
★★★★★
Rahul Marda
02 Mar 2013
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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

1 of 1 users found this review helpful.
★★★★★
★★★★★
Manish Kukreja
03 Jul 2014
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certified buyer
Excellent Book

Its a must have for every person. Excellent book. It teaches you more than what you can learn in years. Both for personal & professional.

0 of 0 users found this review helpful.
★★★★★
★★★★★
Jayakrishnan S
25 Apr 2014
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certified buyer
Positioning : The Battle for Your Mind 20th Edition

This is a must read for any marketing ethusiast. It gives insights about positioning strategy of many companies. Moreover, it can provide a different presepctive how companies should look at positioning.

0 of 0 users found this review helpful.
★★★★★
★★★★★
M. Agarawal
24 Apr 2014
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certified buyer
If you are starting up...

If you are starting up... you must buy this book!!
Learn about branding and positioning your product in market.

0 of 0 users found this review helpful.
    Book: Positioning : The Battle for Your Mind (English) 20th Edition by
    ISBN Number: 007053375X, 9780070533752, 978-0070533752

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