Research Insight 5.2

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

 

Source: Ries, A. and Trout, J. (2006), Positioning: The Battle for your Mind, London: McGraw-Hill Professional.

Abstract: The first book to deal with the problems of communicating to a sceptical, 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 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 a 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
  • Analyse recent trends that affect your positioning.

Insight: This book by Al Ries and Jack Trout, originally published in 1981, remains the bible of advertising strategy. They define ‘positioning’ not as what you do to an offering to make it acceptable to potential customers, but what you do to the mind of the prospect. Positioning requires an outside-in rather than an inside-out thinking approach.

URL: http://www.amazon.co.uk/Positioning-Battle-Your-Al-Ries/dp/0071373586/ref=sr_1_1?s=books&ie=UTF8&qid=1381231412&sr=1-1&keywords=ries+and+trout#reader_0071373586

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