Positioning: The Battle for Your Mind (English Edition) eBook: Al Ries, Jack Trout, Philip Kotler: : Tienda Kindle. Editorial Reviews. From Library Journal. This new edition of Positioning (McGraw , ), which The New Positioning: The Latest on the World’s #1 Business Strategy – Kindle edition by Jack Trout. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is “new” to the. Hace treinta anos, Jack Trout hablo por primera vez, en la revista Industrial Marketing, Su libro Posicionamiento: La batalla por su mente, con la colaboracion de Al Ries, Este libro describe una nueva forma de entender la psicologia del.

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The first book to deal with the problems of communicating to posiciionamiento 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 posicionamisnto those of its competitors.

Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:. 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 reading for anyone in business today. 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 truot 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 affect your positioning.

The 22 Immutable Laws of Marketing: Detalles del producto Formato: Amazon Media EU S. BB7LQ90 Texto a voz: En busca de la excelencia. Mostrando de 4 opiniones. Ha surgido un problema al filtrar las opiniones justo en este momento. Vuelva a intentarlo en otro momento. Tapa blanda Compra verificada. I have never looked at marketing before and I bought this book more out of curiosity than anything else.


It is an easy read with lots of examples for different scenarios, products, and companies even yourself. It is like a distilled overview of what is effective marketing in the way of positioning. For anyone interested in learning a little bit more about effective marketing it is a good start. Ver las 4 opiniones. Great overview for those new to marketing, but fair warning, it was published inso a lot of the references feel dated especially related to technology. Still some very applicable ideas for positioning nueo product or service in the minds of people already overloaded with advertising stimuli.


Must read for anyone in a marketing role. Positioning is about how to define your product or entity in an optimal way so as to differentiate it from competitors and drive preferential purchase or use.

riess Ries and Triut argue that positioning has become especially critical for marketers as our society has become increasingly overburdened with communication and advertisements. I wish I could go back in time after having read this book — Positioning gave me numerous epiphanies related to companies I have started or worked for. Positioning is a must-read for anyone who works in marketing or business, especially those launching a new product or struggling to hit stride with an existing product.

The book hammers home the point that the only reality that matters with is the perception of your customers.

It’s the prospect’s world-view and interpretation of your product that counts, not yours. And although this book contains outdated examples as it was published over 30 years ago, I didn’t feel that this detracted from the core content. Rather, the authors’ prophetic and timeless concepts helped reinforce their arguments.

Overall, this book helped me move along the path towards critically understanding and evaluating positioning strategies. My primary criticism of this book is that while Ries posicionamiemto Trout provide a highly practical explanation of how and when to use line extensions, I troutt not feel as well-armed with practical methodologies for positioning in general. Other than semantic differential, no research strategies or exercises were provided for defining the positioning of an entity.


I was somewhat able to fill this gap with material I found online published by Roger Straus. In particular I would recommend looking up Straus’s “triangular” strategy, which incorporates rational, affective and relational positioning, to be a great supplement to Positioning. This book is the “father of positioning” Trout’s famous work, the first in the history of the United States, the best business classics, the US CEO is most afraid of being read by competitors in the business book, talking about positioning theory and operation methods And with a wealth of practical case analysis, to guide entrepreneurs to successful corporate positioning, to achieve commercial success.

Positioning, not only to find a keyword for the product, to compose a slogan, but also to occupy a unique position in the mind of the prospective customer.

This book uses a number of corporate cases, illustrating a company name at the beginning, a simple slogan, may be able to lay the foundation for the success of the product and the company. In short, positioning is not simply advertised, and the depth of the doorway is difficult to distinguish and is crucial. Why do you need to locate?

First of all, we are in the era of information explosion: Secondly, the first cause effect makes the brain more likely to pay attention to the first.


The information of contact, the information defense mechanism makes the brain establish an insurmountable barrier in the first information and the non-first information, and the brain with limited information processing capability is trapped in the chaos of mass information manufacturing. Information is cumbersome and human brain limits make positioning so important. How to position it? Industry leaders have an inherent advantage in positioning.


The first cause effect allows consumers to see only the leader of the first place. The position that leaders want to occupy the brains of consumers is simple: However, the leader should be wary of: Do not blindly expand, do not casually expand the product. Once the position of goods and brands is formed in the minds of consumers, it is difficult to be changed. If the trade rushes, it is easy to shake the original positioning, so that consumers can confuse the original positioning and new positioning, the original positioning is broken, and the new positioning is not clear.

Consumers are likely to switch to other brands. The author suggests that if you want to expand your product, you must establish a new position with a new name, separate from the original product, and attract new customers.

Share the classic arguments in the book with you: The best way to deal with an over-extended society is to simplify the information as much as possible. The main factor in establishing leadership is to get ahead of people’s minds. The biggest mistake the company makes is trying to satisfy everyone’s needs, that is, everyone’s satisfaction trap.

If someone forces you to drink a cup of H2O, your reaction may not be good, but if someone invites posicioonamiento to drink a glass of water, you may feel good. That’s right, the difference posicionamienfo the two is not in the mouth, but in the mind. If you want to make a new product successful, you should set posicionamieento new ladder for it.

New ladder, new name. Complexity is the enemy of positioning, simple is the true meaning of positioning. The principles in this book are excellent and applicable even at the lowest level of single individual proprietorship small business.

Recommended reading for any one, even a part timer, small business. I give this book only four stars because: It needed to be updated – it was published ; c some of the predictions in the book were way off.

After thirty five years or so, they now know what really happened and should have explained the reasons, thus adding to real ‘richness of information’. Nevertheless, the principles are sound, well tested, and applicable with some good judgement when doing so.

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