Summaries and Customer Reviews are supplied by Amazon.com

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.

Average Customer Rating:

A must read for anyone working in marketing

Customer Rating:

This book is simply a must-read for anyone entering the world of marketing. It teaches the essence of one of the core concepts of marketing in an easy-to-grasp way, filled with many examples. Interestingly enough, most of the suggestions are against common-sense approach and after some time a reader gets into this "ahaaaa" state. If there is one message from this book for me, it would be the following - positioning is about deciding what you will NOT be (or how you DON'T WON'T to be perceived). Being a marketer, I find this concept one of the most difficult in everyday work. Why? Because usually a marketer has many options to choose, each one of them having great impact in the long run and many of them being totally wrong. So the key challenge is - what to sacrifice? On the negative side, one can argue that positioning is a bit obsolete concept. However, although some of the "new marketing rules" exist nowadays, I would still consider classic concept positioning as one of the keys of successful marketing strategy for any brand. Bottom-line - read it, study it, subscribe to a podcast. You'll learn a lot.

Positioning, the Battle for your mind	Customer Rating:
I have wanted to read this book for years as I ahd heard about it in other marketing studies. This is key data for people doing marketing to present their clients in the most favorable light.

Falls short....

Customer Rating:

I think this book falls short of expectations. The contents covered by the author in the whole book could have been successfully covered in 5 pages. Any one with a little bit of marketing background will find it hard to learn anything new. Positioning is a big success factor in any marketing campaign, and this book doesn't cover the "how to" part adequately. Nevertheless, it's a very easy read and will take you about an hour to finish the book.

Great book - fun read	Customer Rating:
This was a quick read because it was so interesting. I loved the examples - really made the principles come to life.

Great book	Customer Rating:
Nutshell review - an excellent insight into marketing and advertising problems facing all business managers. Well written, fast to read, interesting and entertaining.