Features
- Cover Type: Paperback with 173 pages
- Published by: McGraw-Hill
- Edition: 1st Edition May 1, 1997
- Written in: English
- ISBN 10 Number: 0070653283
- ISBN 13 Number: 978-0070653283
-
Book Dimensions:
8.8 x 5.9 x 0.6 inches
- Weighs: 9.9 ounces
From Library Journal
This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. Repositioning involves changing this focus. Despite the subtitle, this book is not aimed at the consumer but at the advertising executive interested in the best way to present ideas to top management. The book can be quickly absorbed and appears to have been quickly pulled together, since it reads as a human being might talk. Not essential, especially if the library owns the previous edition.?Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Copyright 1995 Reed Business Information, Inc.
--This text refers to an out of print or unavailable edition of this title.
From Booklist
With short, staccato bursts of information, each chapter no longer than ten pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning--or redefining the entity in the minds of its consumers--must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus (before its IBM purchase), Carvel, KPMG Peat Marwick, George Bush,
Entertainment Tonight, and Spain's national oil company. Irreverent, brash, and fun to read.
Barbara Jacobs
--This text refers to an out of print or unavailable edition of this title.
Reader ReviewsFor someone who has not read any of the authors' (especially Trout's) other books, this has some value. For that reason, I rate it higher than do many other reviewers. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is "new" to the concepts and comments provided in that important book. The value of the original is increased substantially when read in combination with other works such as Levitt's The Marketing Imagination and Barker's Paradigms. Because effective positioning is (literally) a moving target, those involved must be both willing and able to modify that positioning in response to rapid, sometimes major changes in the competitive marketplace. That is to say, new positioning may be necessary. The authors of this book already have an excellent title. Now all they need is a text which is worthy of it.
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