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Summary: Excellent Read
Review: Enjoyed this book a lot, lots of terrific ideas on ways to position and to grow your business
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Summary: Gives you change of concept to get into mind....
Review: First of all, this book is talking about how to put image of product(or anything) into prospect's mind. in other word, it is "Positioning". it says that there are many ways but in over communicated society, to find best way is not easy. because the ability to memorize in Human is very limited and there are too many me-too things around my product. so one of the way is that be the first in the market. if you can't be the first, make your own category in prospect's mind. and let them recognize the difference between mine and competitor(the first one.). there are many examples in this book. especially this book wants to build up some comparison with product era and positioning era. I think that it is type of mind-breaking book. because after reading this book, I got change of my concept for how to pursuing others into my own object.But one thing that this book is not considering is that even though current society is very overwhelming with communication, that is one of the power of this society. and I think that when the writer of this book thought of this concept, "Positioning", the main consumer group of the society was not X-Generation. but now the trend is changed, many part of this society is being occupied by X-Generation and Y-Generation. the generations have the power to get more communication than the predecessors, because they were born at the begin of communication era. so they've developed their power to beat it off. so Positioning for new generation should be changed. the general concept will not be changed from the original way of "Positioning". but it should be remodeled. In the book, the way to make new product have effective position is make a new category in prospects' mind. but I think that for new generation, we'd better find new group who will be apt to be attracted to our product.(they already have an empty place in their mind for new product.) and appeal to them. I think that it can be called "small group approach". I know that there were many tries as "customized". but I think that it is little bit different. customization is focusing on each person. but I think that the approach will not be successive in market, because..... . Cost problem : to satisfy all is impossible...... . Too complex : people want to have simple choice. even though people want to change some in their own way.... so we'd better give users an chance to select major groups( I think that the number of group should not be over 5.-generally man can remember 7 items in one area.), and let them choose the various selections in the group. But as we know, the approach should be flexible, because depending on the characteristics of product, the prospects are different.and as you said, it is very complex.... but if we can read the prospects' mind, we can find way to get in.
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Summary: Why You need to (read as WANT to) Read this Book ???
Review: First things first... Before I joined in my MBA course in Aug-2000, I happened to see this book with my brother who stays in US now. I just could read two chapters( the first chapter and the one on "positioning yourself" and career)...Eventhough for a 17 year old guy (then) I could understand what these two authors wanted to convey. More than a marketing or brand positioning book, I would say this is a commonsense book...If you start the first page, you won't feel like leaving till the last page. SATISFACTION GUARANTEED ! This book can be a classic for those people who work in the areas of Marketing, Strategic Advertising Management, Brand Managers, and for every customer on this earth. Because this book talks about you and me who are drowned in a sea of brands, where our mind and body(count how many brands you are WEARING now !) is covered by numerous brands.Then coming to the content part, the books covers various issues on brand, their launch in the customer's mind and how companies win the mind share of him. But most of the statistics given may be wrong at the present times, still qualitatively the fact remains the same. Communication is the biggest problem that we face every second in our life.
And the chapter on positioning yourself (career) is like a bible for every aspiring MBA student. The six factors for successful sale of yourself, 1.Company 2.Your Boss 3.Friend 4.Idea 5.Faith and 6.you... and the beautiful way of describing each factor is nice. What more can I say abot this book. Read it...
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Summary: Anyone in Marketing or Advertising must read this book
Review: Great book. Written in a highly readable manner. Unmatched guide into positioning - And, as the authors define it(positioning) - a battle for your customer's mind...
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Summary: Get Into Your Prospect¿s Mind
Review: I didn't want this book to end, because the authors have managed to combine humor, with an "in-your-face" reality about getting into the prospect's mind. They suggest we set both the "four P's" (product, price, place, and promotion) paradigm and the idea of being creative aside, until we have researched and know what segment we can serve on a superior level - the we must know where the competition is, and where the hole is in their attributes. This truly had me thinking about many things. Being a fairly new business, I had to overcome the idea that my business name really does not say what prospects will recognize as what I'm doing --- it was hard to see that the name, which I had chosen represented more about where I have evolved, and less about what I was in business to serve. And once I accepted this, I was free to start asking people what they think of the new name that I have come up with. I also objectively listened, while I allowed myself time to come up with what really is 5 syllables or less; something that communicates to my prospects the benefits that I provide. I kept asking myself what is in the minds of my prospects. And I saw more than I saw before. Which has netted me, a profit in my business bottom line, today. Another point that surprised me was that Ford is not doing as well as I assumed it is doing. And my assumption was based upon the fact that of all automotive makers that exist, I have only read about the history of Ford. I haven't read about General Motors. Which I am sure that once I do read about GM, I will say, "Wow!" A downside that this book has, as in many that I have read is that when it speaks of service, it's not talking about selling writing, speeches or consulting. So the reader must ask herself how the wonderful lessons could apply. Yet, I truly recommend that everyone, 18 and over buy this book, because this book provides tools in convincing the right people to choose what you are offering, on terms that are mutually beneficial.
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Summary: The most important marketing book you can read
Review: I discovered this book in 1994 and it changed my business life. It opened my eyes to a facet of marketing that is too often overlooked, and it's the most important facet. Positioning is more than branding, it's the key to success. Luckily, most companies don't do proper positioning, which is why there's always room for new companies to start up, get it right, and be very successful. If you don't read this book, you're chances at success are like everyone elses: 1 in 10. Read and learn positioning, and the odds are with you. Simple as that.
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Summary: Why Is Starbucks So Important?
Review: I finally understand why I am such a sucker for advertising - positioning is the reason! This book uses case studies on how we have come to recognize such names as Xerox, Milk Duds, and the island of Jamaica. Very thorough and a great resource for advertising and public relations students. I liked it as much as "Guerrilla P.R.," by Michael Levine, one of my favorites. Very useful.
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Summary: The best marketing book I've ever read
Review: I have been marketing high technology products for 20 years. I read this book many years ago - it has stuck in my mind ever since. It is clear, concise, and right on target. Unfortunately, I lent the book out and lost track of it. It went out of print for a while and I couldn't replace it. I am thrilled to find it is in print again - I just ordered a dozen for my staff and me.
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Summary: Your book continues to help us market a variety of books
Review: I have been producing and marketing books since 1985. Your book has helped market and promote a variety of books. Positioning is a powerful tool. Thanks for sharing your ideas. Linda Radke, author "The Economical Guide to Self-Publishing" the second best book on book production & marketing
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Summary: Thinking person's Marketing 101
Review: I read this book as a precursor to my MBA Marketing course back in 1986. It's more applicable today with the growing marketing clutter & it certainly makes you think about marketing. Highly recommended and easy to read - the small paperback can be finished within a week-end and well worth it.
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