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Positioning: The Battle for Your Mind (Anglais) Cassette – Livre audio, janvier 2004

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--Ce texte fait référence à l'édition Relié.

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Présentation de l'éditeur

The first book to deal with the problems of communicating to a skeptical public, Positioning describes the revolutionary approach to creating a “position” in a prospective customer’s mind that reflects a company’s own strengths and weaknesses as well as those of its competitors. Fully updated and revised. --Ce texte fait référence à l'édition Relié .

Quatrième de couverture

"...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning...."
­­David Bohnett, Chairman and Founder of GeoCities

"One of the most important communication books I've ever read. I recommend it highly!"
­­Spencer Johnson, MD, co-author of The One Minute Manager

It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.

The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

--Ce texte fait référence à l'édition Relié .

Détails sur le produit

  • Cassette
  • Editeur : American Media International LLC; Édition : New title (janvier 2004)
  • Langue : Anglais
  • ISBN-10: 1932378243
  • ISBN-13: 978-1932378245
  • Dimensions du produit: 16,5 x 3,2 x 18,3 cm
  • Moyenne des commentaires client : 4.3 étoiles sur 5  Voir tous les commentaires (3 commentaires client)
  • Classement des meilleures ventes d'Amazon: 1.527.173 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
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Commentaires client les plus utiles

8 internautes sur 8 ont trouvé ce commentaire utile  Par "emag21" le 9 août 2003
Format: Broché
Bien que le livre ait été publié il y a plus de 20 ans ( comme en témoignent les exemples concernant le positionnement de George Bush... père), le contenu n'a pas pris une ride (ou presque). Le style est simple, direct et tranchant. Les positions sont claires (au vu du titre c'est un prérequis) même si elles peuvent être discutables par moment. Les exemples sont convainquants et le concept est très bien explicité.
Les maigres critiques concernent un certain manque de profondeur au profit de la clareté du propos et un plan qui se contente de lister des exemples de positionnement sur les 100 dernières pages.
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Format: Broché Achat vérifié
I must admit that Amazon shipping service is terrific. Got it on time.
The book is great about marketing strategy and specifically, positioning with many good examples. A must-read for any potential marketers. I highly recommended. The only drawback is the book itself published my McGraw Hill. It has been used low-quality papers to print this book that makes the words not aligned and not as beautiful as other books. I would have bought another version of this book.
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Par AnSo le 22 décembre 2014
Format: Broché Achat vérifié
A lire absolument que vous soyez directeur(trice) marketing, patron d'entreprise ou "concepteur d'idées". On revient aux fondamentaux avec ce livre limpide au ton direct. Malgré qu'il ait été écrit il y a plus de 20 ans, ce livre est toujours moderne et apporte les bases essentielles d'un marketing efficace.
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Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 210 commentaires
45 internautes sur 46 ont trouvé ce commentaire utile 
Fabulous timeless concepts, outdated examples 2 février 2011
Par Krista Neher - Publié sur Amazon.com
Format: Broché
If you are building a brand or a business you need to think about positioning and branding. What is it that you want to stand for that is unique and different in the market place? Positioning isn't just for big brands - it is for any brand (even your personal brand.

I would definitely recommend this book - it is well worth the read, but I would probably only give it 3.5 stars out of 5. The main reason is that the examples are WAY out of date (the book is 30 years old). The principles still apply today, however it is tough to follow a book that is referencing examples from when I was 2 years old.

I have also read another book by the same authors "The 22 Immutable Laws of Branding" and I liked this MUCH more.

So, bottom line: It is a good book, worth a read, solid principles, but out of date. This book is especially relevant if you work for a big company (most of the examples are big company examples), but the principles can also be applied to any business, or your personal brand.
Key Points:

* The position of your brand or business is in the eyes of your prospect or customer. It doesn't matter what you think your business or brand stands for or is about. They key is the perception that your customers have. "Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect."
* Our society is overcommunicated. Even 30 years ago there were so many commercials that you had to really work to break through the noise. "We have become the world's first overcommunicated society. Each year we send more and receive less"
* It is difficult to change minds If your positioning strategy involves changing that people already think you will have a difficult time. The best strategies are congruent with what people already think and set to add or move existing perceptions, not totally change them. Once a mind is made up it is almost impossible to change. The mind accepts only that which matches prior knowledge or experience.
* Create oversimplified messages. You are lucky if people can remember one message and associate it back to your product. Less is more. Oversimplify and stick to a single message. Link one concept to one product.
* Create a category you can win. Define the category differently so that you are the biggest/best/awesomest. It is better to be a big fish in a little pond and then expand the pond. Leadership matters. You have to be #1 or #2.
* Look for the hole. Then fill it. Where is the positioning white space? What are your competitors missing in how they are positioned. What are the customer benefits that are not being addressed or exploited by competitors? Don't fall in to the "everybody" trap. You can't be all things to all people. You will end up being nothing at all.
* 80% of learning takes place through the eyes. Words matter. Especially in the service business. You need to own a phrase. Visualize the words that you are using. The goal is to drive verbal ideas into the mind.
* Isolating a narrow target is usually the first step in finding an effective position. The narrower and better defined target the better. This will help clarify your position.
73 internautes sur 79 ont trouvé ce commentaire utile 
A must read, but little practical examples 20 août 2002
Par "dgrounds" - Publié sur Amazon.com
Format: Broché
A classic in marketing how-tos, the authors explain the importance of offering something for sale that appeals to the buyer, not to the seller, creator, or manufacturer. The product is positioned relative to the consumer, and her needs and viewpoints of value. The basic theory is that you get into the mind of your consumer, and position your product accordingly. And on that point, almost anyone would have to agree.
You will not find the gory details in this book that you'll need to execute a marketing plan, though, but the general theme is examined, as well as various positioning examples (everything from Kleenex to Heinz Ketchup - or was that pickles?).
I was particularly disappointed about a lack of methodology to reach a positioning statement, other than some fairly broad "rules", lightly applied throughout the book. There were six questions at the end that were helpful, but did not constitute a rigorous method - well, any method really - to create a "position". If anything, I would have wished for the method that could be used to create positioning for a product, or to test a company's current positioning, rather than have as many examples of positioning failures.
Some of the author's examples seemed contradictory, and especially when the authors claimed that brand extension amounts to a virtual see-saw - one product steals the brand identity from another (Heinz Ketchup vs. Heinz Pickles - who is Heinz!?). From hindsight, it can be seen that some brand extensions have been extremely successful, while others aren't. It should shock no one that people don't want to use baking soda as anti-perspirant, for instance, and therefore completely explaining why we use Arm & Hammer to cook and deodorize the refrigerator, but do not think of it as a personal hygiene brand. I can't think of anything that I would remove from the refrigerator and rub under my arms.
In any case, this remains a quick, good read with short chapters. The examples illustrate the concepts, but you'll need to follow this up with other positioning and marketing examples in order to position your product within your industry.
29 internautes sur 31 ont trouvé ce commentaire utile 
Much More Than Marketing 5 mars 2004
Par David Quinn - Publié sur Amazon.com
Format: Broché
Positioning is the idea that shook Madison Avenue to its core in the 1970s. Ries and Trout published what the high priests of Madison Avenue deemed as heresy. These two upstarts dared to take the voodoo out of marketing - and marketing has not been the same since.
Over the years I have given away countless dozens of Positioning. I have found two types of recipients: (1) Those who view it as a book on marketing, and (2) those who truly "get it."
Positioning is not actually about marketing, though that is its platform. It is about how the human mind works. The principals taught in this book apply across all of our lives - from how we are viewed by our friends to why we affiliate with a particular political party or other social cause. Learning how Positioning works is learning about life.
26 internautes sur 29 ont trouvé ce commentaire utile 
A Marketing Classic - A must read. 3 janvier 2000
Par Un client - Publié sur Amazon.com
Format: Poche
Positioning is a concept that has been coined by Ries and Trout in the late 1970s. Today (2000), Positioning has become one of the most commonly used marketing terms.
Like all other books by Trout and Ries, "Positioning" is straight-forward, common-sensical and easy to read. The book is full of real market example of positioning attempts that succeeded and failed.
This book belongs on the bookshelves of marketers just as much as the laws of trigonometry belong on the shelves of mathematicians
32 internautes sur 38 ont trouvé ce commentaire utile 
Interesting subject, unchallenging presentation 22 juillet 2003
Par Lothos25 - Publié sur Amazon.com
Format: Broché
"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.
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