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 ...
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.
![[美国] 艾·里斯](https://img9.doubanio.com/img/author/medium/public/1527610130.76.jpg)
艾·里斯 作者
东方哈佛
中国财政经济出版社2002版
伪装者
中国财政经济出版社2002版
超牛熊猫哥
机械工业出版社2011版
生态阳阳
机械工业出版社2011版
0 有用 亚里士缺德 2018-08-21 15:45:08
老板推荐的书，其中还出了一个小插曲：我答应一周看完，结果被challenge了，两周两天才看完。 最喜欢倒数第二、第三章：怎么营销你自己和你的生意。太会来事了！
0 有用 宝宝TWO 2020-12-13 11:52:14
有道理，但是还是觉得这是个狗咬狗的世界。 然后例子多，那可以举正例，就可以举反例，普适性在哪里？
1 有用 乔也斯 2011-07-11 11:51:24
当年RIM的培训老师推荐读100遍的书。。marketing必读书~受益匪浅不说，还看得我身心舒畅~~~
0 有用 老吉姆 2019-05-02 11:44:08
原版比翻译版好
0 有用 志彬 2020-05-20 02:25:34
重读《定位》，原版比翻译版好太多了吧
0 有用 笑一步是好青年 2024-01-22 18:41:40 广东
3/14/2013想读这版，10/25/2023-1/22/2024）第三次重看，案例一般，概念还行，和我上两本看的书有贯通。定位的要义是与众不同，且利用人们已知的东西，retie连接，理解你；信息过载时代，少且锋利才是妙：大众对一个政客5年内的了解，不如跟它单独聊五分钟。品类中第一个进入认知的品牌，最容易入脑，难在怎么让人理解你，觉得你厉害；产品梯子：你和你同梯子上下品牌的关系，和其它梯子的关系... 3/14/2013想读这版，10/25/2023-1/22/2024）第三次重看，案例一般，概念还行，和我上两本看的书有贯通。定位的要义是与众不同，且利用人们已知的东西，retie连接，理解你；信息过载时代，少且锋利才是妙：大众对一个政客5年内的了解，不如跟它单独聊五分钟。品类中第一个进入认知的品牌，最容易入脑，难在怎么让人理解你，觉得你厉害；产品梯子：你和你同梯子上下品牌的关系，和其它梯子的关系，都能介绍你。七喜：UnCola；公司的野望关消费者屁事，找一个人们能看到自己的点；不是ibm不学ibm（我存疑）当下一个苹果是Vivo等的野望，是关联也是噱头，谁能做“第一个中国的苹果”也是第一。但Vivo定位是“照亮你的美”，不死磕像苹果。在一个能要高价的品类里，才能定价高；soy butter (展开)
0 有用 宝宝TWO 2020-12-13 11:52:14
有道理，但是还是觉得这是个狗咬狗的世界。 然后例子多，那可以举正例，就可以举反例，普适性在哪里？
0 有用 志彬 2020-05-20 02:25:34
重读《定位》，原版比翻译版好太多了吧
0 有用 起风了 2019-09-08 01:07:44
《定位》20周年纪念版
0 有用 JULES 2019-06-03 22:11:24
EXCELLENT BOOK/ AS THE POLITICIAN SAID,"IF IT LOOKS LIKE A DUCK AND WALKS LIKE DUCK, I SAY IT'S A DUCK."