“Positioning” by Al Ries and Jack Trout

If you just started your interest in marketing and wonder what is the first book you should read, “Positioning” is your answer.

Written in 1981 by Al Ries and Jack Trout, the book introduces the concept of positioning the product. Even more, the authors prefer to talk about the concept of positioning the customer’s mind.

Your products cannot win until they match the worldview of your customers. This is the insight that changed everything. Until recently, marketing was about advertising and creating fun and creative ads and banners. Now it turned into storytelling and a big reason behind this switch was the book.

Although it’s more than 35 years old and some companies mentioned by the authors do not even exist anymore, the knowledge in the book is a strong base upon which you can build on.


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