by Al Ries, Jack Trout · McGraw Hill · tapa blanda · ISBN 9780071373586
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This marketing classic explores how companies can create a 'position' in the minds of customers, reflecting their strengths and weaknesses against the competition. The authors, Al Ries and Jack Trout, explain how to position an industry leader, occupy market niches, and avoid common advertising mistakes. With examples and analyses of advertising successes and failures, this book offers strategies for building a brand and gaining market share.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
