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Type of bind: Paperback
Dewey Decimal Number: 659.111
EAN num: 9780070653283
ISBN number: 0070653283
Label: McGraw-Hill
Manufacturer: McGraw-Hill
Quantity: 1
Page Count: 173
Printing Date: May 01, 1997
Publishing house: McGraw-Hill
Sale Popularity Level: 91830
Studio: McGraw-Hill
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Editor's Notes and Comments:
Product Description:
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
User popularity level:
Rated by buyers 
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Nutshell review - Extends Trout and Ries' original book Positioning, The Battle For Your Mind. A quick and light read worth it as a refresher to the original material.
Rated by buyers 
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At 166 page the book is on the thin side, but the it's even thinner contents wise. Mostly a series of anecdotal look at positioning of different large companies with large advertising budgets.
Rated by buyers 
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I like the notion that "...to penetrate this noise, the marketing communicator must present a very simple, straightforward message in a way that is attractive to the customer or potential customer. Two approaches that have worked effectively are by presenting the information as "news" or as a "slice of life story."Somehow feeling inspired and refreshed.Recommend it.
Rated by buyers 
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Trout has a half a dozen bestsellers to his name. He has been a consultant for major lending corporations. Rivkin worked with Trout then branched out on his own. Together these two have put together a great book for positioning your company in today's market. Examples are take from their personal experience with companies. The very first part of the book covers the latest psychology of how the mind of a prospect is influenced. It covers how the mind characterizes different types of incoming data. Part 2 goes into the repositioning of your company to correspond and take advantage of these natural laws. Trout covers the basic pitfalls in this area as well. This book is well titled (positioned)!
Five Stars
Rated by buyers -
Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The very first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
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