Top >> Book_Reviews BOOK REVIEW Positioning: The Battle for Your Mind published October 01  Young brand managers who have never read 'Positioning: The Battle for Your Mind' should do so. CEOs and senior marketers who read it when it came out 20 years ago should read it again. Why? Because positioning is one of the most important strategies for any company to follow. Al Ries and Jack Trout's marketing classic is celebrating its twentieth anniversary with a special re-issued edition. In the anniversary edition Al and Jack have re-visited their earlier work and included some more up-to-date examples of companies that did or didn't follow their advice. Brand marketers throw around the word 'positioning' constantly these days. But it was Al Ries and Jack Trout who made it famous. Basically they defined positioning as how to profile a leader (product or company) so that it can get in the mind of the consumer and stays there. And they showed how if a company creates the position successfully they can re-position their competitors in a way that reflects the leader's own strengths and weaknesses. Although it's two decades old it's a key work on strategic marketing and positioning that should be in every executive's library. 'Positioning: The Battle for Your Mind' is available from Dymocks. Go to http://www.dymocks.com.au.

PR Influences Australian Public Relations Newsletter. Article: Positioning - a most important strategy for any company. Information Content: Book Reviews & Information