Oldie but goldie

Not everything that Al Ries and Jack Trout have written is worth reading. All too often, the two grand masters of the marketing bestseller have merely recycled their ideas, and most of these ideas can already be found in "Positioning". This book, which was first published almost a quarter of a century ago, is still the standard work for anyone who has to (re)position brands, products or services in saturated markets. And rightly so, as Ries and Trout explain extremely clearly what works and why it doesn't work. They do this with many examples from business practice and create aha-effects because their explanations are as astute as they are comprehensible. (rh)> Positioning by Al Ries and Jack Trout. McGraw-Hill, New York 2001 (1981). 213 pages,
21.90 francs.