"From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance. Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping compani…
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"From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance. Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping compani…
"The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These…
"The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These…
This book has been written about a new approach to communication called "positioning." Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Positioning is what you do to the mind of the prospect. That is, you position…
"One of the most important communication books I've ever read. I highly recommend it!"--Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manager". ' ... Ries and Trout taught me everything I know about branding, marketing, and product management…
"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 in…