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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0-07-137358-6 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 Format: Paperback Volumes: 1 List Price(USD): $10.95 |
Average Customer Rating: 4.5 (40 reviews)
Rating: 4
Summary: Positioing Needs Updating
Comment: Jack Trout is a very good writer and has important insights about the importance of differentiation. I especially liked this book as the cases are very relevant.
But many ideas are getting a bit dated. That being said, if you haven't read anything by Jack Trout or Al Ries then this book, or one of the aforementioned books, is essential reading for marketing and brand managers. An updated book would be High Intensity Marketing by Idris Mootee, an ex-Mckinsey guy. I also like George Day, the Wharton professor who wrote a few good books in postioning.
Rating: 2
Summary: Interesting subject, unchallenging presentation
Comment: "Positioning" is a book written to appeal to the then burgeoning "marketing professional" a job description that I do not believe was well separated from advertising as of yet. Therefore, "positioning" caters to people who are involved in the selling of products and services, but that do not necessarily have any formal training in psychology. Although some of the bases of the theory of perception and memory are inherent in the concept presented as "positioning", the theoretical underpinning are not explored at all, and the authors either do not know about them, or make no effort to demonstrate they do, which in a way undermines the effectiveness of the contents of the book. This happens because, due to the lack of any theoretical basis for the concepts the authors claim to be effective, the book becomes a series of anecdotes that have not withheld the passing of time very well. This would not matter if there was some theoretical backing for the arguments presented, but leaving the whole support of the ideas to anecdotes from "successful" companies that have (in most cases unconsciously) applied the concept of positioning makes the book very weak after 20 years.
"Positioning" also falls for the logical trap of presenting all ideas as directives, and then copping out by establishing that, if it doesn't work, it must be the marketing practitioner's fault. The last chapter mentions that "To be successful at positioning, you have to have the right mental attitude... This requires patience, courage, and strength of character". Therefore, if the "positioning" strategy fails, it is your fault, not the concepts. Also, the examples that are not success stories are presented ambiguously enough to leave unclear whether the "directions" should be followed or not, but there are enough straightforward instructions to make you feel like the concept is foolproof, and that any failures in applying the techniques marked as "winners" are through the marketing manager's fault, not that the concept might be incomplete. The book is not without merit, since it does approach the subject quite clearly and concisely, and does give an approximation to a concept that is well known and well researched by now.
It is a shame that an interesting subject and an interesting topic is presented in such an unrewarding and unchallenging manner.
Rating: 5
Summary: MUST READ
Comment: SUPREMELY HELPFUL... I WOULD RECOMMEND THIS BOOK TO ANYONE IN ANY INDUSTRY.... I'VE MOVED ON TO OTHER BOOKS BY THE SAME AUTHORS... I'M WELL READ ON THE TOPICS OF BRANDING AND MARKETING AND CONSIDER THIS A MUST READ.... READ IT!!!!
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: May, 1994 List Price(USD): $15.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: Differentiate or Die : Survival in Our Era of Killer Competition by Jack Trout ISBN: 0471357642 Publisher: John Wiley & Sons Pub. Date: 17 March, 2000 List Price(USD): $24.95 |
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Title: Marketing Warfare by Al Ries, Jack Trout ISBN: 0070527261 Publisher: McGraw-Hill Trade Pub. Date: 01 November, 1997 List Price(USD): $12.95 |
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Title: The New Positioning: The Latest on the World's #1 Business Strategy by Jack Trout, Steve Rivkin ISBN: 0070653283 Publisher: McGraw-Hill Trade Pub. Date: 01 May, 1997 List Price(USD): $12.95 |
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