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About the Author
Al Ries
A legendary master in the history of marketing and one of the founders of positioning theory.
In 2008, as the only candidate in the field of marketing strategy, he was named one of the "Top Ten Business Masters in the World" by the American "Advertising Age" together with Peter Drucker, the father of management, and Jack Welch, the former CEO of GE.
Jack Trout
The world's top marketing strategist and the father of "positioning".
In 1969, he proposed the concept of "positioning" in business and continuously created and improved the positioning theory in practice.
His works include "Positioning", "Repositioning", "Business War", "What is Strategy", etc.
About this book
If you only read one marketing book, "Positioning" would be your first choice.
In 2009, the American "Advertising Age" magazine selected "Positioning" as the first place among the best marketing classics in history.
In 2001, the American Marketing Association selected "Positioning" as one of the concepts with the greatest influence on American marketing in history.
Next, you will learn
1. What is positioning?
2. Why positioning
3. Leader positioning strategy
4. Follower Positioning Strategy
5. Reposition competitors
Positioning starts with the product, which can be a product, a service, a company, an institution, or even a person, maybe yourself.
But positioning is not around the product, but around the minds of potential customers, which means positioning the product in the minds of potential customers.
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