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Publisher's Summary

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:

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
Avoid letting a second product ride on the coattails of an established one Positioning also shows you how to:

Use leading ad agency techniques to capture the biggest market share and become a household name
Build your strategy around your competition's weaknesses
Reposition a strong competitor and create a weak spot
Use your present position to its best advantage
Choose the best name for your product
Determine when, and why, less is more
Analyze recent trends that effect your positioningRies and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required listening for anyone in business today.
©2001 McGraw-Hill; (P)2004 AMI
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Critic Reviews

"One of the most important communication books I've ever read. I highly recommend it!" (Spencer Johnson, author of Who Moved My Cheese?)
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Customer Reviews

Most Helpful

By Joseph on 07-08-08

Great stuff ... if it was 1975

This is a dated marketing book talking about the "new world" of marketing. Unfortunately, this new world has already come and gone, much like disco music which filled the airwaves when the book was written.

If you want a book on the success of product marketing using products that don't exist anymore, this is the book for you.

Also, I found this book very light on content with long rambling stories without any payoff.

I'm not sure how it's received so many good reviews. I wish Audible would change the 2001/2006 release date to the first release date - 1981, I believe.

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30 of 35 people found this review helpful

By Chrisps on 07-31-09

SO disappointed!

I expected great things from the famous Ries and Trout. Yes, the concept of positioning is profound and centrally important. Thanks guys. But the book is very disappointing. Much talk about big corporations... "You've got to be first in your sector and you must capture #1. Or if you are #2, here's how to position yourself in relation to #1." The stories were interesting at first, but I got a bit tired of listening to the triumphs and sorrows of the Fortune 100. Not very applicable to our business or our clients.

One might think maybe there's nothing to say once the concept is articulated, but I don't believe it. I am sure many profound lessons for small and medium business could be given. It is sad they aren't.

Or one might propose the examples of the Fortune 100 apply to everyone. But they don't. If you can't be national on international #1 or 2, there are going to be many differences in how one thinks about and uses positioning. Who better to get those lessons from?

So, sirs, got time for an updated version? Positioning from 2009 on, and for all the businesses that can't be #1 or 2?

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8 of 9 people found this review helpful

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Customer Reviews

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By CHRISTOPHER on 05-11-16

A classic revisited

Recommended reading for anyone who started in marketing during the digital age and probably never learned the basics of brand strategy

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1 of 1 people found this review helpful

By Phill on 01-19-18

A few simple examples.

Takes a few simple examples and then repeats them with examples for clarity. A good book that's ideal for non marketing / sales people who need to be both of these roles.

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Customer Reviews

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By Bernardo Coelho on 10-25-17

Direct approach with great insights

The book is simple and clear, cutting to the chase of positioning a company. It develops the proven case-studies creating a brilliant reasoning towards a better understanding of the receptor of each message.
It definitely provides valuable information regarding the important aspects to be considered when branding not only companies, but every aspect of your life.

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