Positioning: The Battle for Your Mind Audiobook | Al Ries, Jack Trout | Audible.com
We are currently making improvements to the Audible site. In an effort to enhance the accessibility experience for our customers, we have created a page to more easily navigate the new experience, available at the web address www.audible.com/access.
 >   > 
Positioning: The Battle for Your Mind | [Al Ries, Jack Trout]

Positioning: The Battle for Your Mind

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.
Regular Price:$19.60
  • Membership Details:
    • First book free with 30-day trial
    • $14.95/month thereafter for your choice of 1 new book each month
    • Cancel easily anytime
    • Exchange books you don't like
    • All selected books are yours to keep, even if you cancel
  • - or -

Your Likes make Audible better!

'Likes' are shared on Facebook and Audible.com. We use your 'likes' to improve Audible.com for all our listeners.

You can turn off Audible.com sharing from your Account Details page.

OK

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 positioning

    Ries 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

  • What the Critics Say

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

    What Members Say

    Average Customer Rating

    4.2 (178 )
    5 star
     (88)
    4 star
     (47)
    3 star
     (30)
    2 star
     (8)
    1 star
     (5)
    Overall
    4.2 (56 )
    5 star
     (28)
    4 star
     (16)
    3 star
     (9)
    2 star
     (0)
    1 star
     (3)
    Story
    4.1 (59 )
    5 star
     (29)
    4 star
     (15)
    3 star
     (12)
    2 star
     (0)
    1 star
     (3)
    Performance
    Sort by:
    •  
      Joseph Portland, OR, USA 07-08-08
      Joseph Portland, OR, USA 07-08-08
      HELPFUL VOTES
      20
      ratings
      REVIEWS
      4
      2
      FOLLOWERS
      FOLLOWING
      0
      0
      Overall
      Performance
      Story
      "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.

      18 of 20 people found this review helpful
    •  
      Michael Sooke, British Columbia, Canada 07-31-09
      Michael Sooke, British Columbia, Canada 07-31-09 Member Since 2009
      HELPFUL VOTES
      14
      ratings
      REVIEWS
      96
      8
      FOLLOWERS
      FOLLOWING
      0
      0
      Overall
      "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?






      4 of 5 people found this review helpful
    •  
      SamGarg Frederick, MD, United States 10-29-11
      SamGarg Frederick, MD, United States 10-29-11

      Remember the law of diminishing returns

      ratings
      REVIEWS
      1
      1
      Overall
      Performance
      Story
      "A must"

      Excellent book. A must if you are in Marketing. The book just makes common sense and is extremely intuitive. The examples are very helpful in driving home the concepts. It will make you rethink your entire approach and help you focus on long term growth or at least understand the traps of short term thinking that we are all forced in to these days driven by the focus on quarterly results.

      0 of 0 people found this review helpful
    •  
      Kevin CAMPBELL, CA, USA 02-22-10
      Kevin CAMPBELL, CA, USA 02-22-10
      HELPFUL VOTES
      4
      ratings
      REVIEWS
      11
      2
      FOLLOWERS
      FOLLOWING
      0
      0
      Overall
      "Just Terrible"

      This publication is just terrible...the person reading it has a monotone voice...the content is so poorly written that is unbelievable...Author spends 30 minutes with fifty different examples to say one thing (there is too much information in the world), ironically, his examples are exactly the "too much information" he talks about, he says 1.4 billion pages of paper are printed daily, 350,000 pages are printed in pentagon, chevron spends $20,000 an hour on advertising, stupid statistical facts over and over and over again. I had a long drive and wanted to listen to an audio book, I just had to turn it off and let my mind rest...just terrible.

      3 of 6 people found this review helpful
    •  
      Christopher Brown everett, wa usa 11-02-10
      Christopher Brown everett, wa usa 11-02-10 Member Since 2003

      res00mwd

      HELPFUL VOTES
      7
      ratings
      REVIEWS
      16
      11
      FOLLOWERS
      FOLLOWING
      0
      1
      Overall
      "Still Great"

      I read this book when it first came out and still go back to it. This is how the mind works. Please believe the other reviewers and I will go with this book. Good Luck!

      0 of 2 people found this review helpful
    • Showing: 1-5 of 5 results
    Sort by:
    • Dany
      Gatineau, Quebec, Canada
      12/23/12
      Overall
      "Recommended if you ever want to market anything"

      If you're building a company or have the intention to do so - read this book. It will help you very much on the marketing aspect.

      0 of 0 people found this review helpful
    • Showing: 1-1 of 1 results

      There are no listener reviews for this title yet.

    Report Inappropriate Content

    If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.

    CANCEL

    Thank You

    Your report has been received. It will be reviewed by Audible and we will take appropriate action.