How brands and companies survive in oversaturated markets
BOOK TIP In the book "Positioning", first published in 1981, authors Al Ries and Jack Trout focus not on the product, but on the customer's memory. getAbstract raves about this brilliantly written classic.The best product has no chance if it does not occupy a leading position in the customer's mind. That is the core message of Positioning. The concept shows the way through today's highly competitive and communication-saturated markets - and yet it is by no means new: the term was introduced by Jack Trout as early as 1969, the book of the same name by Ries and Trout was published in 1981, and to this day "positioning" is a buzzword among marketers worldwide.As timeless as the book seems today, it was innovative at the time, turning conventional marketing theories, in which everything revolved around the product, on its head: all considerations must begin with the customer's memory and not with the product. Countless examples from well-known companies breathe life into the theory and provide proof that positioning works.getAbstract recommends this brilliantly written classic to all marketing and advertising professionals.getAbstract rating: 10Feasibility: 8Degree of innovation: 10Style: 10Publisher: VahlenPublication date: 2012Pages: 176ISBN: 978380063790---------------------------------------getAbstract presents summaries of outstanding business books via the Internet. Its mission is to provide managers and executives worldwide with high-caliber, up-to-date business information.
