Positioning: The Battle for your Mind – Ries and Trout
Recommend by: Nick Pay
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
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This book is an eye-opener. Just when you think that you've got this marketing malarky understood you read this and it adds another dimension to your thinking.
It is not a reference book but a text which introduces the Positioning concept with good examples (albeit from a variety of unrelated industries) which demonstrate how the concept can change the face of your marketing campaign.