Rating: 
Summary: It's short and it's very readable
Review: I read this book out of curiosity. It turned out to be an excellent read. Positioning is the battle that advertisers wage for a place in our mind. The ultimate goal it to create associations such as (Soda, Coke) (Coffee, Starbucks) (Fried Chicken, KFC) (Online bookstore, Amazon) etc. Companies that succeeded in creating this association thrive. This book is brilliantly successful in explaining positioning and how the mind works (how we react to advertising.) Furthermore, it is packed with variety of examples of successful unsuccessful advertisement campaigns. The only weakness I found was that the book was not very convincing when it tried to explain how you can apply positioning (e.g. positioning your business, positioning your career.) If you want to know why companies spend on advertising, how, when and why advertising works this is an excellent book. It's short and it's very readable.
Rating:
Summary: A must
Review: I strongly recommend it as a must for those starting a career in marketing. It has everything it takes to introduce and elaborate the concept of positioning in the marketing today.
Rating: 
Summary: A great read for positioning any product
Review: I would highly recommend this book, and I have recommended it to several people I have come into contact with who are looking to explore marketing options. It is an easy read that contains valuable information for a day-to-day career. If you have not spent time reading this book, I would highly recommend it for the content and theory not only the entertainment received from it. I will keep this book and refer back to topics that would aid me in marketing the business in which I am associated with and marketing myself. It has also encouraged me to continue reading books associated with other related business books.
Rating: 
Summary: Save your money...
Review: If you already own 22 immutable laws of marketing then this is really a relabelled book with the same exact information.
Rating:
Summary: Finished it in the MBA lounge at 10 pm in one pass.
Review: In my opinion, the only marketing concept from the practitioer that break into the academic marketing textbook. As a part-time lecturer in Marketing in Bangkok Thailand, I recommend the book to all my students. (The article that I assigned to all my students is "Marketing Myopia" by Ted Levitt) I have also received good feedback from my students. It's also the reason I read other of the authors' book. This one is the one I like most though. I am reading the "New"Positioning at the time being. The first time I read it, I just can't put it down and finish in one pass laying on the couch in the MBA lounge during my graduate studies' day at 10 pm. Imagine how addicted and interesting the book is. If you want to see the practioner side of marketing. READ IT!
Rating:
Summary: Great Book
Review: It's a great book, but I found that sometimesthey use too many examples for one single concept. If you don't have the time to read this book, you can read the "seems to me a sumarized version of this book" - The 22 Immutable Laws of Marketing by the same authors.
Rating:
Summary: Great Book
Review: It's a great book, but I found that they use too many example for one single concept sometimes. If you don't have the time to read this book, you can read the "seems to me a sumarized version of this book" - The 22 immutable laws of Marketing byt the same authors.
Rating:
Summary: Positioing Needs Updating
Review: Jack Trout is a very good writer and has important insights about the importance of differentiation. I especially liked this book as the cases are very relevant.
But many ideas are getting a bit dated. That being said, if you haven't read anything by Jack Trout or Al Ries then this book, or one of the aforementioned books, is essential reading for marketing and brand managers. An updated book would be High Intensity Marketing by Idris Mootee, an ex-Mckinsey guy. I also like George Day, the Wharton professor who wrote a few good books in postioning.
Rating:
Summary: Use Powerful Links to Customer Minds for Great Communication
Review: Most businesses communicate about their products as though they were well known and preferred by all. This sort of self-deception is typical of the kinds of bad communications that stall progress in all areas of business life. "Positioning" is a powerful statement about how to overcome bad communications about brands with your current and potential customers. You should also read "The 2,000 Percent Solution" to find out how to overcome the rest of your communications problems and other stalls that are delaying your potential to grow profitably.
Rating:
Summary: A Marketing Classic - A must read.
Review: Positioning is a concept that has been coined by Ries and Trout in the late 1970s. Today (2000), Positioning has become one of the most commonly used marketing terms. Like all other books by Trout and Ries, "Positioning" is straight-forward, common-sensical and easy to read. The book is full of real market example of positioning attempts that succeeded and failed. This book belongs on the bookshelves of marketers just as much as the laws of trigonometry belong on the shelves of mathematicians
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