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Positioning: The Battle for Customer Minds by Al Ries and Jack Trout
Positioning: The Battle for Customer Minds by Al Ries and Jack Trout
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Description
Introduction · · · · · ·
International Section
IBM successfully transformed and regained its glory
Southwest Airlines has come from behind and its market value exceeds the combined value of the top three US airlines
Other companies that practice positioning: HP, Procter & Gamble, Burger King, Merrill Lynch, Merck, Nestle, Xerox, PepsiCo, IKEA, Repsol and other Fortune 500 companies, Papa John's, Lotus, Jersey Union Bank, ECO Drinking Water, 7Up...
Domestic part
Dong-E-E-Jiao: From a marginalized blood-tonifying drug to a "national tonic", its market value has increased from 2.2 billion yuan to more than 40 billion yuan in 10 years
Guazi.com: Clearly positioned the "online second-hand car C2C transaction model" as a "second-hand car direct sales network", with a valuation of US$2.5 billion after two years of establishment
Jiaduobao: Positioning the regional medicinal drink "herbal tea" as a "drink to prevent getting angry", with sales increasing from 100 million yuan to more than 20 billion yuan
Other companies that have implemented positioning: Langjiu, Kingbo Men's Wear, Nobel Tiles, Laoxiangji Fast Food, Angel Purified Drinking Water, Caojinghua Broken Wall Herbal, Focus Media, Mingyue Lens, Betis Olive Oil...
In 2001, the American Marketing Association selected "positioning" as "the concept with the greatest impact on American marketing in history". In 2009, the American "Advertising Age" magazine selected "positioning" as the first "best marketing classic in history". Deciphering the misunderstandings, traps and opportunities of marketing melee, if you start the war without reading this book, there will be no victory. In the era of life-and-death competition, it is a practical classic that makes people wake up. "Obvious" may offend many people, because the marketing master Trout first exposed the mess in the marketing industry. Advertisers are accused of only looking for creativity, not the truth of marketing. Marketers are accused of suffering from big business megalomania and being trapped in complex plans. The Internet is accused of creating more chaos. Some super companies are accused of their doomed marketing plans or lack of correct strategies. Trout's language is humorous and his views are sharp. After sorting out the various confusions in marketing, he provides a way out of the dilemma.
About the Author · · · · · ·
Jack Trout
The founder of positioning theory, known as the "father of positioning", published a paper titled "Positioning: The Way to Compete in the Age of Homogeneity" in the American magazine "Industrial Marketing" in 1969, proposing the concept of "positioning" in business for the first time, creating positioning theory, and has been committed to the continuous development and improvement of positioning theory in more than 40 years of practical experience. In 1981, he published the academic monograph "Positioning"; in 1996, he launched the refreshing work "New Positioning" on positioning theory; in 2001, positioning theory was rated as "the most influential concept in American marketing ever" by the American Marketing Association; in 2009, he launched a new work on positioning theory "Repositioning". Other works include bestsellers such as "Business War", "22 Business Rules", "Differentiation", "Obvious", "Marketing Revolution", "Life Positioning", "The Power of Simplicity", and "What is Strategy".
Al Ries
Al Ries is the chairman of Ries & Partners (Global) Marketing Company. He is a legendary master in the history of marketing, one of the world's top marketing strategists, and one of the founders of positioning theory. In 2008, as the only person selected in the field of marketing strategy, he was named one of the "Top Ten Global Business Masters" by Advertising Age, along with Peter Drucker, the "Father of Management", and Jack Welch, the former CEO of General Electric. Currently, Al Ries specializes in coaching the marketing strategies of Fortune 500 companies (such as Microsoft, Procter & Gamble, General Electric, etc.).
About the Translator:
Deng Delong is the global president of Trout & Partners. He has been deeply engaged in the study of positioning theory for more than 20 years and has worked with Mr. Jack Trout, the "Father of Positioning", for more than 15 years. He has been committed to advocating and practicing Trout's positioning theory in China and is known as the "No. 1 Positioning Person in China". In July 2001, he was approved and authorized by Mr. Jack Trout as the only partner in China. In January 2017, he was appointed as the global president by Mr. Jack Trout, the "Father of Positioning". His book "2-Hour Brand Literacy" has been a bestseller for many years, and he also wrote "How Chinese Enterprises Set Strategies" and other books.
Huo Huaqiang is the founding partner of Trout China. He has been focusing on the research and practice of positioning theory for 15 years. He has participated in the research and practice of most of Trout China's positioning consulting projects, including Jiaduobao Herbal Tea, Dong'e Ejiao, Guazi Used Cars, KingBoss Men's Wear, Nobel Tiles, Laoxiangji Fast Food, Angel Purified Drinking Water, etc. He has translated "Differentiation" and "What is Strategy", and co-authored "How Chinese Enterprises Determine Strategy".
